Style 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…