And this is the typeface Futura.

这是 Futura 字体。

Burger King created this custom typeface called Flame, which is inspired by the shapes of its food.

汉堡王创造了这种名为 Flame 的定制字体，灵感来自其食物的形状。

It's even true for other typefaces, like this one.

甚至其他字体也是如此，比如这个。

In fact, this whole system carries through with the way that the typeface was designed.

事实上，整个系统都是按照字体设计的方式进行的。

To not look like it was made like other typefaces, to be something new.

不要让它看起来像其他字体一样，要有新意。

So America took this typeface in, conquered it and made it its own.

所以美国人采用了这种字体，征服了它并使之成为自己的字体。

And this is what typeface designers do all the time to make typefaces work, every day.

这就是字体设计师每天都在做的事情，让字体工作起来更好，每一天。

And this guy invented the italic typeface.

这个人发明了斜体字体。

And today we call this the italic typeface.

今天我们称其为斜体字体。

I can just create a visual typeface for a verbal one.

我可以为口头语创建一个视觉的字体。

You also can change the background color and maybe the typeface.

您还可以更改背景颜色，也许还有字体。

Eventually, that overuse changed the kinds of movies that used the typeface.

最终， 这种过度使用改变了使用该字体的电影类型。

Use a clean simple typeface for signs.

【clean，cleanness】标示牌要选用整齐简洁的字体。

So, okay, so we've got our typeface here.

所以，好的，所以我们在这里得到了我们的字体。

I want to step back and talk about an example of the typeface in use.

我想退后一步，谈谈使用中的字体的一个例子。

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。

Now, I want to talk to you about fonts, and why this typeface is perfect for this moment.

现在，我想和你们谈谈字体，以及为什么这种字体非常适合这个时刻。

I love books–ink print books with marginalia and typefaces and dingbats.

我喜欢书籍-有批注、印刷和装饰字体的墨迹本。

It was sold as " the typeface of our time." This thing was modern.

它被称为“我们时代的字体”。这东西很现代。

It's become the typeface of horror movies, B-movies, and also the straight-to-video ones.

它已成为恐怖电影、B 级电影以及直接制作视频的字体。