“The typeface of today and tomorrow.”


Geometric, utilitarian, futuristic, retro. Futura was marketed as the “typeface of today and tomorrow.” Yet today, its historical connections to technology of the 60s and 70s keeps it planted in the past. Exploring Futura and its association with early computers, American spaceflight, the analog, and the past’s idea of the future, Futura: A Retrospective of Today and Tomorrow examines the visual oxymoron that this typeface has become.