homage to Futura
Futura w photography
In the mass of fonts available today, its hard for anyone to filter through all of that and definitively say that this one font is the best. However fonts like Futura and Helvetica have stood out in this vast ocean of fonts available today. It would be easy to go on with one’s life only using 12 point, double spaced, regular, Times New Roman for every body of text one would have to deal with. But that’s not me, that’s not us.
As a creative dealing with bodies of text, Futura in particular has stood out to me as a favorite. Firstly due to the backing she receives from generations of brands like FedEx, Google, Linked in, Calvin Klein and Volkswagen–we already knew of Futura before the name. But personally I enjoy her accessibility especially when used large as a display font. I enjoy the geometrical properties that allows for a visual balance that is inviting and not overbearing.
In this project, I wanted to bring my appreciation for Futura to fresh eyes by giving non creatives a glimpse into the thought process and ideas that arise when working with typography and fonts. How no two fonts are the same. Just as how non creatives can understand that no two persons have the same finger prints. Human form was the common denominator that I decided to utilize in translating this massage.
Am I the one that’s weird for spending hours deciding on a font? Or does everyone else need to spend more time understanding that a font carries with it more than just the alphabets? I’ld say the former.
With Homage to Futura, I paired photographs from my photo series, Church of Hardcore, with large single alphabets set in Futura. The chosen images were then paired with alphabets that emulates the physical posture of the artist in the photos. My goal was to break down and settle on a base unit for typography, the alphabet, and showcase it on center stage.