Usage
Futura's success spawned a range of new geometric sans-serif typefaces from competing foundries, and remains one of the most used sans-serif types into the twenty-first century. Particularly during the 1950s it was used extensively by the publishing industry as a general purpose font. Futura remains an important typeface family and is used on a daily basis for print and digital purposes as both a headline and body font. The font is also used extensively in advertisements and logos, notably by IKEA (until 2010), Volkswagen, Royal Dutch Shell and HP in their print ads. For example, the font is used for the title logo of the 1999 film American Beauty. It was also used in various TV shows including Doug, Lost, Warehouse 13, the American version of Sesame Street, etc. Futura is also featured ubiquitously throughout the film adaptation of V for Vendetta, used for everything from the title logo and ending credits, to signs, newspapers, computer screens and other props. Wes Anderson is also fond of the font and has used it in all of his films. Futura was also Stanley Kubrick's favorite typeface. In 1997, the Pittsburgh Steelers (an American Football team) switched to rounded numbers on the jersey to match the number font (Futura Condensed) on their helmets. It is also used on the Bell Canada and the current TV5 (Philippines) logo. Futura is also Animax Asia's main typeface. The Boston Celtics' championship banners are also in Futura Condensed. 2008 science fiction-fantasy film City of Ember features Futura Medium in many prints through the story. The condensed version was used in the 2011 role-playing video game The Elder Scrolls V: Skyrim, as well as being used extensively throughout the Watchmen graphic novel as well as the movie based on it. In season 2 of Stargate: Universe, Episode "Common Decent-Part 1" the ancestors of the crew state that one of the two continents was named "Futura". There are several references to the name being a font in the episode.
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Famous quotes containing the word usage:
“Pythagoras, Locke, Socrates—but pages
Might be filled up, as vainly as before,
With the sad usage of all sorts of sages,
Who in his life-time, each was deemed a bore!
The loftiest minds outrun their tardy ages.”
—George Gordon Noel Byron (1788–1824)
“...Often the accurate answer to a usage question begins, “It depends.” And what it depends on most often is where you are, who you are, who your listeners or readers are, and what your purpose in speaking or writing is.”
—Kenneth G. Wilson (b. 1923)
“I am using it [the word ‘perceive’] here in such a way that to say of an object that it is perceived does not entail saying that it exists in any sense at all. And this is a perfectly correct and familiar usage of the word.”
—A.J. (Alfred Jules)