Futurism is a science and technology news website based in New York City and owned by Recurrent Ventures. The publication describes itself as covering “the world of emergent technology and cutting-edge science that will change the world of tomorrow, today.” [1] Its visual identity is a simple wordmark that has remained consistent through the company’s ownership changes.
Design and History
Futurism’s logo is a straightforward wordmark of the publication’s name. The site’s current homepage displays the “Futurism” name as the primary visual identifier, with no accompanying icon or emblem. [2] The wordmark has been in use since at least 2018, when the site’s WordPress theme referenced a logo image file for the site header. [3]
The publication’s history is somewhat layered. Futurism’s own about page states that it “was started off a Knight Foundation grant in 2017” and that it “grew from an infographic on a subreddit into a trusted news source.” [4] Forbes reported in 2019 that Futurism “started in 2014 as a science page on Reddit.” [5] The company was acquired by Singularity University in 2019 and then sold to Recurrent Ventures in July 2021. [6]
In 2018, Futurism’s Director of Design, Tag Hartman-Simkins, described an app redesign as “part of a much larger planned redesign for Futurism,” focused on updating the site’s aesthetics with new color palettes, bolder headers, and cleaner layouts. [7] This redesign effort addressed the site’s overall visual presentation rather than the wordmark itself.
Typography and Design
Futurism’s wordmark is set in a bold, sans-serif typeface with all-caps lettering. The design is minimal and monochromatic, relying on strong contrast against light backgrounds for legibility across digital platforms.
In the 2018 redesign discussion, Hartman-Simkins noted that the publication was moving away from grayscale toward a more colorful palette for its content themes, and that article text was set in Palatino, a humanist typeface. [7] These typographic choices applied to the site’s reading experience rather than to the logo itself.
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