Paul Renner & Futura
Nike, Louis Vuitton, and many other brands, used the same font in their logos - Futura.
It was introduced in 1927 by German graphic designer, Paul Renner. Based on the geometric design, each letter seems to be drawn with a ruler and compass. Under the influence of the Bauhaus, Paul Renner gave up all unnecessary elements.
At that time, serif fonts were often used, but since the introduction of Futura, a font revolution occurred. “Futura is the font of this era”, Paul Renner boasted, “it is simple to read”. It is a sans serif font with low-contrast, even-width strokes. Its x-height is well use in body text.
In 1933, Paul Renner was detained by the Nazis. However, in 1941, the Nazis outlawed Germany’s font, Fraktur, and replaced it with Futura. By the 1950s, it quickly gained popularity after its debut.
Futura even landed on the moon by Apollo 11 in 1969. Different font variants have different temperamental builds, each brand can discover the best typeface in the Futura family. This is the rationale behind Futura’s popularity.
Storyboard Sketches
Sequence Stills
Non-commercial project for university assignment
