Geometric sans are sans serif typefaces built from simple shapes: the circle, the square and the triangle. They appeared in the 1920s in the wake of the Bauhaus and modernism, and are recognized by their almost perfectly round "o" and their uniform stroke.
Where to see it
Paul Renner's Futura, released in 1927, is the archetype: it appears in the Louis Vuitton logotype and on the plaque left on the Moon by Apollo 11. Adrian Frutiger's Avenir and Gotham, made famous by Barack Obama's 2008 campaign, are more recent heirs.
Why this detail matters
Geometric sans have a very recognizable personality:
- Their pure shapes evoke modernity, rigor and a certain idea of progress;
- Their very regular construction makes them ideal for logotypes and headlines;
- In long texts, their very round letters can call for careful adjustment of leading and spacing.
Related term
Sans serif refers to the large family of typefaces without serifs, of which geometric sans are one of the subfamilies.