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| Futura and the like in NYC |
You've seen it. The slow shift from the classic, serif fonts that dictated business cards (cough-cough American Psycho) and shop fronts and logos of the 90's and early 2000s to the no-nonsense, geometric, almost retro-feeling sans-serif ones we have seen peppering the landscape now. Brands have either rebranded to it (Swissair, Mastercard, more recently Lenovo) or have were born that way (Spotify, FeDEx, LinkedIn) - cue Lady Gaga.
Most of those fonts were popular in the 20's and 30s, when there was a need for geometric and precise typesetting - and the ability for it to translate perfectly across all the printing equipment at that time. But none are as popular and as worshipped (just a little) as a font called Futura.
