Good typography doesn’t call attention to itself.

Like good design, it’s all about how it works and how it expresses core themes and values. The right typeface for one enterprise will be totally wrong for another.

Futura is a geometric sans-serif typeface created in 1927 by Paul Renner in Munich, Germany. It shares many of the idioms and modernism of the Bauhaus movement.

Characteristics include well-rounded forms, minimal contrasts, deep descenders and relatively low x-height. Very narrow ‘s’, connected ‘k’, and shallow leg on the ‘R’. Futura is efficient and forward-looking, almost mechanical.

The commemorative plaque left on the Moon in July 1969 features text set in Futura.

A comparable typeface is Avenir designed by Adrian Frutiger in 1988 and features a warmer, human touch.

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