Futura has been a favorite typeface of mine since I first studied & traced it in 2004 (say what?). The perfectly geometric (stunning) letterforms are clean, refreshing, & modern with chic style. In the design world, I’d say it’s a great go-to when your client wants a minimalist or simple, yet professional sans-serif, with more design than Helvetica. Here’s a look at this typeface in one of my fave wintertime mantras from Albert Camus :
See? Futura has a huge family of weights to play with, within the same exquisite blueprint. I love that it can be super clean, or super bold – but still retains a cool, minimalist style. It knows how to have fun, too – kind of like the dream girl that’s as smart as she is funny + beautiful.
A couple pieces of advice, when working with Futura :
1. Your “»” will always be disproportionate to the x-height of any of the font’s sizes. It will also set pretty low. In order to feel balanced, I always increase the “»” size, and drop the baseline until it feels nicely centered.
2. Watch the kerning with your 0’s. Since they’re so fat, they stretch with a wide leading that needs to be trimmed.
Here’s one of my fave type geek videos showing the precision of Futura’s creation. Enjoy!