Streetwear Brands Love The Futura Font
Paul Renner invented a font called Futura in 1928. Almost a century later, brands still love using it for its mysterious power over consumers.
But the problem with using an inexpensive a font like Futura to create your brand’s logo is that anyone can rip you off. The new lookbook from ATL-based clothing label The Process just dropped, and its font looks eerily similar to the logo favored by The Hundreds. But Futura’s history in the American streetwear world goes even deeper…
BARBARA KRUGER, 1980s.
As far as art is concerned, no one dominates the font like Barbara Kruger. She brought consumerism to the art world, selling her artwork on canvas but also on matchbooks, chess sets, paper bags, coffee mugs, beach towels, and pretty much anything she could get her hands on. Kruger likely set the stage for product blogs, sneaker fetishes, and logo ripoffs for the next 25 years.
SUPREME, 1994.
Supreme doesn’t hide the fact that they jacked Kruger’s aesthetic, and at the end of the day, the company’s steez falls in perfectly with her whole shit. Think about it. They make a bunch of clothing, pretend that there is a limited quantity, and bang suburban kids at $60 a T shirt. Amazing.
THE HUNDREDS, 2003.
Uh-oh. Here comes the hate. No, we’re not saying that the Hundreds ripped off Supreme. Futura is a classic font, and the Hundreds opted for a non-italicized, thicker stroke version of it. But, it is the same font, and both brands exist in the world of streetwear consumerism. The Hundreds are on the same tip as Supreme and Kruger (and Complex for that matter): buying shit will make you cool. The Hundreds re-worked the font, and now they have it on lock'props due.
THE PROCESS, 2008.
Who knows if these guys are ripping off the Hundreds or not, but it is the EXACT SAME FONT AS THE HUNDREDS. So, up to you to decide whether you’re going to care or not when the line drops next spring.
UPDATE: The Hundo’s cleared it up that they don’t use Futura. We’re not font experts. Hope no one caught tooo many feelings.
UPDATE #2: OK, so the post is kind of whatevs, but just to clarify a couple things.
The Hundreds was inspired by the Raiders, and there are a ton of Sans Serifs fonts out there. Got it.
But, check this out.
The top image is the word “RAIDERS” written in Futura Extra Bold.
The Bottom image is the Raiders logo, who the Hundreds say they got their font inspiration from. The NFL team probably paid someone a grip to thin out the vertical on the D and straighten the legs of the R… other than that, its pretty much Futura straight up. Who knows, there are a million of these fonts, just trying to get some clicks over here.
We’re not retarded, just tired sometimes. No shit talking, this one is over.
Dirtylicious August 14, 2008 at 2:55 pm
All that shit is wack anyway. JNCO FTW.
x August 14, 2008 at 3:40 pm
so….because you use the same font you’re ripping?
I'llbedat August 14, 2008 at 4:01 pm
I’m thinking maybe the Hundreds should’ve gotten robbed in jr. highschool a little bit more often. Maybe, just maybe.
www.nappyheadinc.com August 14, 2008 at 4:40 pm
What ever it takes to get the job done. However you should exhibit a little integrity along the way. At least pretend to be original, if you can….lol
bnj THLA August 14, 2008 at 7:17 pm
its actually not futura. decent guess though. theres tons of similar sans serif fonts, you should look into them, they’re pretty fun.
Bradley August 14, 2008 at 7:45 pm
My bad. The fact-checking machine was broken this morning. Sorry dudes. -BC
KBONE August 14, 2008 at 8:53 pm
Or maybe Thehundreds guys have already explained where their lettering was inspired from?
http://www.thehundreds.com/wordpress/?p=4406
Way to start fires. It’s cool to see bloggers write about design.
biz August 14, 2008 at 11:19 pm
oh thats wat its called….
Jay August 15, 2008 at 1:41 am
There are about 20 brands that use Helvetica or something similar, so 2, actually 1 brand (Supreme) uses Futura and you guys write a blog post about it? Gay.
digitaldonkeypunch August 15, 2008 at 10:16 am
Some dudes ripped off the hundreds, that’s what the post is about. Fuck off.
youaintjack August 15, 2008 at 11:31 am
If throwing a shitty looking bomb graphic next to type is design then that hundreds “logo” isn’t as cheap looking as a pair of Sir Benny Miles doo rags in a 1 dollar bin next to a Pele Pele g string.
MArcEcko August 15, 2008 at 12:29 pm
Damn Complex got owned by the Hundreds. Get em Bobby!!!!
Jeeeerry August 15, 2008 at 12:40 pm
Uhm… Supreme didn’t jack Kruger’s aesthetic, Kruger designed the Supreme logo.
tony August 16, 2008 at 6:49 pm
That brand Process uses futura as a singular headline for their lookbook, but they type specimen they actually use for their logo is completely original. you should do some research.
STANDARDATL August 16, 2008 at 8:00 pm
I guess since I carry both THE HUNDREDS and PROCESS, then I’m a blind Futura font lover… come to think of it, Nike Uses Futura so they are biters too… not to mention, Wes Anderson, Stanley Kubrik, RUN DMC, FEDEX, ETC ETC ETC…. Now FUTURA 2000 took his name from that font… does that mean he’s a biter too? I don’t think so… what I do think is that this was a very lame post and the explanation that followed was an even more LAME Chewbacca defence.
I love complex and this blog, but sorry guys, you didn’t do your homework on this one… you took a tagline on a lookbook and concluded that PROCESS ripped of THE HUNDREDS who really ripped off SUPREME who ripped off Kruger who had ripped off FUTURA font to begin with… sorry but that just seems a bit too over simplified.
sorry to make this so wordy, but I think it needed to be said…
Farshad
standardatl.com
nownotnext August 16, 2008 at 10:13 pm
just a little advice:
“UPDATE: The Hundo’s cleared it up that they don’t use Futura. We’re not font experts. Hope no one caught tooo many feelings.”
IF YOUR NOT AN EXPERT YOU SHOULD PROBABLY KEEP YOUR FUCKING MOUTH SHUT!….ASS
and please stop saying “The Hundo’s” you sound dumb as if this post didn’t already prove that.
QJ August 16, 2008 at 10:55 pm
Who died and made the intern a font expert?
Don’t act like you know…
I’m pretty sure the PROCESS cats weren’t trying to bite THE HUNDREDS logo in their lookbook. As you can tell by their graphics, they are different. But you probably didn’t really look that far into it before trying to put our boys on blast. But thanks for helping to put ATL on the map you project-hoes. You basically made yourself look like an idiot.
I guess it was a slow news day.
God's Son August 17, 2008 at 2:10 am
WTF? When it’s all said in done it’s about a font. It’s not like PROCESS has the same style as them or anything like that. Complex, you let alot of fans down with this one. PROCESS will be on this blog again, but I have a feeling next time it’ll be for better reasons.
QJ August 17, 2008 at 2:15 am
know the difference between a logo and a headline.
Futura Fanatic August 17, 2008 at 10:41 am
Criticizing someone about their work is one thing but making false accusations is just wrong.
I think someone deserves an apology.
Or I could start going through the complex archive and list every time complex has used Futura Extra Bold as a HEADLINE.
Can we leave the design blogs to the designers and you can keep posting blogs about tees that were ripped off from the 80’s.
torcho August 17, 2008 at 8:24 pm
muthafuck all these homo ass rich kid sneakhead breands! polo polo polo!! oh and fuck punctuation!
torcho August 17, 2008 at 8:26 pm
brands* BLAH!!
torcho August 17, 2008 at 8:27 pm
sneakerheads** shit…im too stoned for this. YOYOMAAAAAA
ShockAwe August 17, 2008 at 9:01 pm
@Farshad…you down in ATL? you probably sell XXXL white tees like Dem Franchize Boys…and for all of you jockin’ these streetwear brands, get laid once in a while.
I will Old Jeezy ya’ll. Ehhh WeLcOmE To ThE TrApHoUsE.
kermit August 26, 2008 at 10:42 am
w.e Supreme is the shit. case closed.
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