Never Use Futura (Paperback)
  • Never Use Futura (Paperback)
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Never Use Futura (Paperback)

(author)
£17.99
Paperback 208 Pages / Published: 17/10/2017
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Never Use Futura reintroduces the typeface's full story, from its early use as an avant-garde innovation to its rise as a global icon of the twentieth-century and beyond, offering a cultural critique of Futura's myriad uses-within design, arts, film, politics, branding/advertising, and more-that make it a universal language while simultaneously confirming its unique typographic voice.

Publisher: Princeton Architectural Press
ISBN: 9781616895723
Number of pages: 208
Dimensions: 207 x 143 mm


MEDIA REVIEWS
"Anyone who loved "Helvetica" will enjoy this look at the history and widespread use of the typeface Futura, which you won't be able to stop noticing after you've read Douglas Thomas's excellent book."
- Fast Company's Co.Design
"It tells a smart, incisive story about the way one typeface became woven into our cultural sentiments and movements."
- Design Observer
"Futura's ubiquity makes Never Use Futura an essential handbook on the way the modern world looks and how we read its words."
- PopMatters
"Thomas offers a thoroughly researched, exhaustively documented story of a typeface that is so ubiquitous that to remove it would be to erase much of what today's world looks like. The book is extremely readable, with a breezy style and an almost gossipy, "did you know" tone. The book would be a terrific source of information for graduate students who want a semiotic analysis of a style or genre, or a researcher wanting to trace the influence of a particular motif through various iterations. Thomas does just that with his recounting of artist Barbara Kruger's use of a 1946 movie poster for her style standards and then the appropriation of Kruger by others, including the fashion brand Supreme. Never before has font design moved so prominently into the psyche of the common person. This book both reflects and accelerates that trend."
- Choice
"Never Use Futura, by Douglas Thomas, is an incredibly thorough exploration and investigation of Futura, a bold alternative to the perhaps equally popular (and equally divisive) Helvetica. In short, it puts Futura in social and historical context. Aside from being quite fascinating in subject, I found the design and layout to be absolutely beautiful - another reason why Never Use Futura is easy to pick up and surprisingly hard to put down."
- Typo-Graphical
"This engaging new book by Douglas Thomas, a graphic designer and historian, is a biography of the typeface that explores what its wide usage means and why it is so popular."
- Architecture Boston magazine
"Never Use Futura is well written, entertaining, and informative."
- Technical Communication

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