Now why Futura, why did Futura take over the world?

那为什么 Futura 会风靡世界呢？

And this is the typeface Futura.

这是 Futura 字体。

You might notice that the shapes inherent in Futura have circles, squares, triangles.

你可能注意到 Futura 固有的形状有圆形、正方形、三角形。

So Futura actually holds this to its core.

所以 Futura 实际上把它当作了核心。

And this is what it looks like with Futura.

这是用 Futura 字体印刷的样子。

If you look closely at the Futura, you might notice something.

如果你仔细观察 Futura，你可能会注意到一些东西。

And in fact, for most people, they didn't even learn the new names, they just still called it all Futura.

其实，对大部分人而言，他们甚至都记不住这些新名字，只是简单的将所有这些字体叫做 Futura。

Then why did Futura take over the world?

那么，为什么Futura占领了世界？

Nike Dunk High SB Pro $200,000 who made these Jones, Futura?

Nike Dunk High SB Pro 售价 20 万美元 谁制造了这些 Jones, Futura？

" Pallida morte futura, " he said to himself (her pallor indicates her great plans).

“Pallida morte futura， ” 他自言自语（她的苍白表明她有伟大的计划）。

And you realize that Futura is doing something revolutionary.

你会意识到 Futura 正在做一些革命性的事情。

It also is the best possible name you could come up with for something on the moon: Futura.

Futura。

Renner returned to Germany, and Nazis occasionally even used Futura.

雷纳回到德国，纳粹甚至偶尔使用 Futura。

Now, other designers were doing other things with Futura.

现在，其他设计师正在为 Futura 做其他的事情。

So for them to do this was a way in which Futura was using this idea.

所以对他们来说，这是 Futura 运用这个想法的一种方式。

Ones that had nothing to do with the name Futura, but looked identical to it, whether it was Spartan or Tempo.

它们与 Futura 这个名字没有任何关系，但是看起来和它一模一样，不管是Spartan的还是Tempo。

So in this case, Futura helped make that system, which was already a very difficult and complex system, a little less complex.

在这个案例中，Futura 使得一个本身非常复杂的系统简化了很多。

Futura was a German typeface, taken in, made into an American commodity.

未来是一种德文字体，进入美国，成为美国的商品。

And in this case, Futura mirrors exactly what happened with the technology undergirding the whole system.

在这种情况下，Futura 准确地反映了支撑整个系统的技术所发生的情况。

And so when you compare that to Futura, you realize that this was a really good choice by the marketing team.

所以当你把它和Futura做比较时，你意识到这是营销团队明智选择吧。