Interpretation of the font family “Futura” for the typography exhibition TYPE2.
Until recently, I hated the font but lately it seems like I’m falling in love with it. Futura was created in 1927 by Paul Renner and was very popular in the 50s & 60s. It was also used for advertising at that time, and I think it fitted to products that seemed futuristic. From our perspective, those products seem silly and the advertising naive. I wanted to port that flair and use it to advertise recent products. I’m sure that in 30-40 years from now, we will laugh at our stuff the same way we did with products of the 60s.