Never Use Futura by Douglas Thomas

Author:Douglas Thomas [Douglas Thomas]
Language: eng
Format: epub, mobi
Publisher: Princeton Architectural Press
Published: 2017-03-15T04:00:00+00:00

This ad was designed by Jerry Ketel and published in the Type Directors Club’s 1992 Typography 13 annual.

Nike chose Futura with good reason: Futura Bold Extra Condensed works well for advertising headlines. It’s visually punchy and packs in a lot of words per line. Of course, effective ads always inspire copies. Take a quick look at magazines from the 1980s and you’ll see that early Nike ads were typographically similar to those of dozens of other companies that shouted their wares in Futura or other bold condensed headlines. By 1992 insipid use of Futura inspired a campaign against its use: Art Directors Against Futura Bold Extra Condensed. The campaign proclaimed in the Type Directors Club annual: “It’s time for Art Directors the world over to boycott the use of Futura Bold Extra Condensed—the most over-used typeface in advertising history. Destroy the Great Satan of clichés and the Little Satan of naked convenience, and rally to the cause of better type selection.”2

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