The original plan for this project was to use the style of 1950s movie advertisement in all their weird and wacky wonder. Instead, 1950s ads in general were much easier to work with and by using old ads, the project represents a sort of look forward to the future. Though the original Frutiger font was released in the 70s, it was redone in 2000 by Linotype and renamed FrutigerNext. This, more than anything, represents the progressive movement of time and ability not to remain stuck on the past that the book's style retains.