Think back to the first time you were introduced to the alphabet. It may have been in school, at home with your parents, or somewhere entirely different all together. Remember that chart that was hanging over the chalkboard that you always used for reference?
That was your first experience with typesetting. And not just regular old typesetting: the first typeface you ever learned to write (or draw!) was Futura.
Of course, it isn’t exactly Futura, but you can see the resemblance. There’s a reason that it’s the first “font” you learn how to replicate. Futura was designed during the Bauhaus movement as the ultimate in simplicity, relying on basic geometric shapes to create the letterforms.
It’s no coincidence that Futura is often the right choice for logos or marketing campaigns. (I could have subtitled this “Ode to Futura” but I didn’t want to give it away too soon.) It’s a simple font, but it has such character. To quote a certain designer-friend o’ mine, “Futura is sometimes vanilla, but sometimes vanilla is just right.”
(Thanks to John Langdon for inspiring this rant.)