Future is the most classic sans serif font because it has spawned more sans serif fonts. His designer is Paul Renner. Futura inherits the design philosophy of Bauhaus and emphasizes form and composition. It was used so extensively in the 20th century that a group of artists set up a campaign to “oppose the use of Futura Extra Bold Condensed”.

The characteristics of the font are obvious and geometric. The letter o is "almost" a perfect circle (but if you dig it carefully, you will find that it is not really a circle). The lowercase letter j is just a longer version of i, without the little tick at all. The letters V and N have very sharp turns and are not sloppy at all. It is a very easy to recognize font. It is also used as a custom font by many brands.

For example, we are familiar with the luxury brand LV. The trademark is completely Futura and has not been significantly changed. It only increases the word spacing to create the LV brand temperament, majesty and domineering, like that of an elder. Tell it eloquently (it feels better if it matches the standard pronunciation). There is also Dolce & Gabbana, which is different from LV. Its brand does not want to convey the heavy feeling of LV, but a young and urban feeling, so it arranges the trademarks very compactly, making it more lively and independent. The materials used by the two brands are the same, but the expression methods are different, and the atmosphere presented is also very different.

This font can make the brand look more high-end and look good (probably because of its strong geometry), but it has some shortcomings in some places, such as different weights or large areas. It will be a bit awkward to use, and the limitations are also reflected.

The unique isoline geometric design will look bloated and waste space when it is bolded. If a large chapter appears, it will appear somewhat indifferent, affecting the emotional communication between people and products, being mechanical, lacking human touch and a sense of history, and has therefore been criticized by "postmodernism".