House licensed the name of midcentury architect Richard Neutra for a typeface. Its success parallels a Neutra resurgence; his Kaufmann House in Palm Springs, California (above), sold in May for $16.8 million.
2. Sketch Artist
The three-dimensional lettering Neutra specified for his commercial buildings was the starting point for House.
Based on the spirit and clean lines of the architect's buildings, the font utilizes Bauhaus-inspired sans serif letters in all caps.
4. Neutra Shake
New York's Shake Shack employs the typeface to stunning effect. As a promo, House produced the Boomerang chair from Neutra plans. One now sits in the Smithsonian.
A version of this article appeared in the October 2008 issue of Fast Company magazine.