Paul Renners Futura conquered the world from Frankfurt. It influenced the Bauhaus and stood like no other for the New Design and became one of the most popular typefaces of all time. It spurred on the emergence of advertising graphics in Europe and the USA and became the typeface of the economic miracle and advertising of the 1960s.

It is resilient and timeless, never forgotten and yet worth rediscovering. In a multi-award-winning book in which one of the most successful writings in history tells its story.

Fritz Wichert, a brilliant marketer at the Bauersche Gießerei, is responsible for the fact that it became a synonym for the New Design. He had all the type samples placed in Futura in the New Typography style, a style that was controversially discussed but which attracted full attention. And thus anchored the combination of style and font in the minds of clients and typesetters.

Futura's successful tour then took it via Hanover, Berlin and Munich via Vienna, Prague and Paris to New York. There she hit the nerve of the time early. Manhattan's cosmopolitan creative scene saw the grotesque as the typeface of the future and enthusiastically accepted the Futura.

The future is yours, Futura!

Hardly any typeface has ever experienced and triggered such a type hype, it came to the MoMa, adorned banknotes and announced James Bond in diamond fever - and thanks to Nasa in 1969 got a monument on the moon (a small step in the great type career).

Futura. The typeface is a cultural and aesthetic journey back in time to the future and opens up a new perspective on Classical Modernism. And it shows: The Futura is ninety years old and in incredible shape!

Illustrator: Petra Eisele, Annette Ludwig, Isabel Naegele

Publisher: Laurence King Publishing

ISBN: 9781786270931