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Item Information   Holdings     Summary     More Content       More by this author     Thomas, Douglas, 1981- author.     Subjects     Type and type-founding -- History -- 20th century.     Graphic design (Typography) -- Social aspects.     Graphic design (Typography) -- United States -- History -- 20th century.     Advertising layout and typography -- United States -- History -- 20th century.     Browse Catalog     by author:      Thomas, Douglas, 1981- author.       by title:      Never use Futura / D...         MARC Display

Never use Futura / Douglas Thomas ; [with a foreword by Ellen Lupton]. by Thomas, Douglas, 1981- author. New York, NY : Princeton Architectural Press, [2017] Subjects Type and type-founding -- History -- 20th century.   Graphic design (Typography) -- Social aspects.   Graphic design (Typography) -- United States -- History -- 20th century.   Advertising layout and typography -- United States -- History -- 20th century. ISBN:  9781616895723 (paperback) : 1616895721 (paperback) Description:  207 pages : illustrations (some color) ; 21 cm Contents:  Foreword, Futura! / Ellen Lupton -- Back to the Futura -- My other modernism is in Futura -- Spartan geometry -- Degenerate typography -- Over the moon for Futura -- Futura in the wild -- Show me the money -- Past, present, Futura -- Futura by any other name -- Never use Futura? Requests:  0 Summary:  "It's everywhere, including the moon (on the commemorative plaque left by Apollo 11 astronauts), Nike sneakers, the artworks of Barbara Kruger, Ed Ruscha, and Jenny Holzer, 2001: A Space Odyssey credits, Domino's Pizza boxes, Absolut Vodka bottles, and Red Bull cans. Richard Nixon used it for his presidential campaign, as did Hillary Clinton. Indeed, Futura is one of the most used fonts in the world today--the typeface of modern design--more so even than Helvetica. This fascinating book explores the cultural history and uses of a face that's so common you might not notice, until you start looking, and then you can't escape it. Douglas Thomas traces Futura from its Bauhaus-inspired origin in Paul Renner's 1924 design, to its current role as the go-to choice for corporate work, logos, motion pictures, and advertisements. Never Use Futura is illuminating, sometimes playful, reading, not just for type nerds, but for anyone interested in how typefaces are used, take on meaning, and become a language of their own"-- "Conceived around the directive commonly given to students, Never Use Futura is the first major English-language book to concentrate on Futura, using the foundational typeface to open up an alternate history of modern graphic design"--   Copy/Holding information Location Collection Call No. Status   Hawaii State Library Business, Science & Technology 686.2247 Th Checked In Add Copy to MyList

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