Why do big brands love using this font? The Story of Futura 

Let’s talk about typography. We see it every day, from the books we read to the signs we follow and the brands we love – but do we ever really think about it?

There’s one font in particular that stands out as a brand favourite. You’ve probably seen it everywhere – from big brand logos to movie posters – and yet, it never gets old.

In this post, we’ll be diving into why Futura remains so beloved by designers and brands alike, despite being almost a century old.

Where It Began 

Futura, designed by Paul Renner in 1927, broke the mould of traditional typography. Its geometric shapes and sans-serif simplicity were a stark contrast to the ornate fonts of the time. Renner’s vision was deeply influenced by the Bauhaus movement, which valued practicality and minimalism. 

Big Brands

The first major brands to use Futura tapped into its clean and modern aesthetic. One of the earliest adopters was Volkswagen in the 1960s, using Futura in their iconic “VW” logo. This set a precedent for other brands to follow.

As more companies embraced Futura, its association with quality, reliability, and modernity grew stronger. This trend has continued over the decades, with Futura becoming a go-to choice for brands that want to project an image of sophistication.

The continued popularity of Futura among brands is not just about its aesthetic appeal; it’s also about the psychological impact of the font. Futura’s geometric shapes and evenly balanced letters convey a sense of stability

It works well in different contexts, from print to digital media, making it a practical choice for brands with a diverse range of marketing needs. Its ability to look good in both large and small sizes also adds to its appeal.

Here’s just a taste of some of the brands that continue to utilise this font. 


NIKE – Known for using Futura in their branding and advertising.


Domino’s Pizza – Used Futura in their branding to convey friendliness and approachability.


Calvin Klein – Used Futura for its minimalist and modern style.


Louis Vuitton – Utilised Futura for its sleek and modern appearance.


Gillette – Known for using Futura in their logo and marketing materials.


Red Bull – Chose Futura for its clean and energetic look.

As you can see, Futura’s reach in the branding world is both wide and varied, spanning high-end luxury brands to everyday household names. 

Beyond Logos

This fonts appeal extends far beyond company logos. Its modern yet timeless design makes it perfect for various applications, from advertising campaigns to product packaging. Its readability have made it a favourite in print media, particularly in headlines and text where immediate impact is necessary.

How Can We Use It Today?

In the digital age, Futura has adapted seamlessly to the requirements of screen-based media. Its clean lines and balanced spacing make it highly legible on digital platforms, from websites to mobile apps.

Additionally, the fonts simplicity transcends language barriers, making it have global usage. It’s as effective on a billboard in Tokyo as it is on a website in New York.

A Timeless Typeface

So there you have it – the story of Futura, a font that’s as much a part of our everyday life as it is a staple in the design world. It’s pretty cool to think that the same font you see on a luxury brand’s logo is also on the packaging of your favourite snacks. That’s the beauty of this font– it fits in everywhere.

Next time you spot Futura, whether on a storefront or in a magazine, take a moment to appreciate this classic piece of design history that’s still being used in the world of typography today!