The Verdana-Futura beat down is a big deal. Whodathunk it. I’m a big Futura fan. Like Futura a lot of my work is based on classical proportions and is geometric. Futura conveys sophistication with simplicity which makes it a perfect choice for IKEA. Verdana used to be one of my favorites…when I was a sophomore in college. I liked it because I didn’t know any better. Like many of Matthew Carter ’s well known typefaces, Verdana is designed to solve the technical problem of rendering fonts onscreen, not to convey artistic beauty. There were rumors that IKEA chose Verdana because they wanted a unified graphic identity across all markets. I’ve seen conflicting information on this. If true, it is the only legitimate reason to use Verdana. However: In Israel, Kuwait, Saudi Arabia and Thailand for the languages Hebrew, Arabic and Thai, Tahoma is the approved substitute font. JhengHei, a Chinese sans-serif is the substitute font for Traditional Chinese in Taiwan and Hong Kong. YaHei wil...
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