The weights of Futura are indicaled above; the weighls for which an oblique was cul ore set in
i there is a medium Condensed, a bold Condensed, and Futura display.
letter: it is a really well-designed face without
bad optical illusions; it has a large character
count; it contains, as a family, probably the
greatest ränge of well-related weights and
variants of any one face; it offers foolproof
reproduction in all processes.
If anyone is in doubt about the position of
the Futura style in advertising or printing in
general, he might consult the surveys made by
Eugene Ettenberg and Professor Thomas Blaine
Stanley, in the American Printer of December,
1950 in the first case and in Printer s Ink of
November 14, 1952 in the second. Both anal-
yses show that the sans-serif faces as a class
are well up at the top of advertising and print-
ing type usage. A careful examination of the
figures in each case reveals that such type has
no rival for display use. The Bauer firm had an
early Futura Publicity slogan which, translated,
said, "A type conquers the world." This was
more prophetic perhaps than they meant it to be.
that recommends itself to the contemporary de-
signer; his thinking is as clean and as straight-
forward as his Futura.
No story of Futura would be complete with
out some examination of its wide use as a dis
play and text letter, often under other names
and mostly as a linotype or monotype face.
Intertype's Futura is, of course, the original
Futura suited to the slug-casting machine. There
can be little doubt that both Linotype s Spartan
and Monotype's Twentieth Century lean very
heavily indeed on the Futura design. Both corri-
panies abandoned earlier sans-serif faces which
were obviously inferior to Futura—Metro in the
first instance and Sans Serif in the second. ATF,
too, tried Bernhard Gothic and then went over
to the foundry variety of Spartan. There is no
question that the original Futura won the long
and hard-fought battle of the sans serifs.
There are various reasons for the dominant
use of the Futura design as a display and utility