The Truth About Neutra Numbers

For nearly two decades, mid-century modern design enthusiasts may have assumed that the now iconic "Neutra numbers" were personally designed and used exclusively by Richard Neutra, one of modernism's most celebrated architects. This narrative has been absorbed by purists and collectors alike, fueling their popularity for use by those restoring or enhancing mid-century modern homes. However, the reality is less cut and dried: these numbers were not Neutra's proprietary designs, nor did he directly create them. Instead, the digits could more accurately be described as fan art.

After thousands of hours invested creating “the world’s most complete typeface”, type designer Christian Schwartz still did not have samples of all the digits from the historic sign letters he’d been remixing — so he improvised at the last minute. In doing so, Schwartz produced a handsome sans-serif number design that became the go-to for restoration-friendly architects, builders and homeowners while simultaneously dropping the ball on historical accuracy.

Vagueness in the product copy lent itself to misconceptions. Press coverage occasionally interpreted it differently than either the copy writers or Schwartz could have intended. From the official House Industries wording — “Inspired by the very lettering specified by Richard Neutra for use on his buildings” — Metropolitan Home derived “To create distinctive signage for his California projects, Austrian born architect Richard Neutra designed his own typeface” for their Nov/Dec 2004 Holiday Gift Edition. USA Today was not much better at sticking to the facts when they refer to the "...Neutra font based on the designs Neutra created..."

Throughout our tenure as vendor for these numbers to Design Within Reach (2004 to 2008) — DWR used the official House wording for the stainless Neutra numbers. Without advance warning, in 2008, DWR switched suppliers to collaborate directly with Dion Neutra on some cheaper cast aluminum versions sourced in China. The product copy boldly and incorrectly proclaimed “true to the 1930s originals, in exacting detail […] Richard Neutra specified these numbers”. Even more delusional, the design credit defied the time-space continuum by stating “Designed by Richard Neutra for Design Within Reach” (Neutra died 29 years prior to DWR’s inception).

While the details behind the Neutra number story are fascinating on their own, our decade spent ferreting out source materials unearthed an unexpected bonus. It turns out many of Neutra’s fellow architects specified the same sign letters from the same Los Angeles manufacturer: A J Bayer Co. More exciting still, all were similarly inspired to deploy the numbers from the other letter styles offered by Bayer as address sets for their residential projects, including those featured in the Case Study House Program.

By uncovering the truth, the goal is to restore the focus on authenticity and bring it to the public featuring our craftsmanship. Our commitment is to provide products that reflect the genuine spirit of mid-century modern design — not just in appearance but in their stories. It’s high time we go beyond the myths and embrace a narrative that honors the era's true creativity, free from the distortions of marketing. Only then can we preserve the legacy of modernism with the respect it deserves.

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Preserving Mid-Century Modernism

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PAST & PRESENT:

Some Context for the Mid Century Look

Case Studies

Arts & Architecture mag launched the Case Study House Program to bust residential design & fabrication out of its pre-war rut by letting top talent showcase new materials & methods.

I ponder what influence that program & the print magazine itself may have had on address number specifications behind the scenes & at the building sites.

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Koenig's CSH21

What Pierre was up to before the Stahl House (CSH22). Digits on a boulder? Yup. What face could that be?

Watch as I snug the red yarn tying the 65 year old numbers at the Bailey House to the push-pins along a 90 year trail of alphanumeric clues.

From cold-case to hot-off-the-presses, this story includes cameos from Ain, Ellwood, Frey, Jones, Lautner, Neutra, Wexler & Williams (both E.S. & P.R.).

Me: Vic? Perp? Both

Paid $50K royalties to House & Dion for rights to supply DWR with Neutra House Nos (Stainless) 2004-08.

What that got me:

  1. Usurped as DWR's supplier by Dion Neutra (Neutra House Nos (Alum'm) '08 fwd)
  2. Copycat protection? Zero.
  3. Neutra digit authenticity? 3, 6 & 9: Schwartz confesses he "made them up". The rest? Dodgy.

How I Failed The Brody

2012: A silent partner to LA designer Stephen Stone acquires the Brody House & underwrites his loving restoration. We unwittingly supply "made up" numbers & letters (Neutraface) for the streetside wall.

No matter, as presto, Ellen Degeneres buys the classic property.
But I want a do-over – this go-round taking AQJones, Eckbo, Haines & Frances Brody's tastes & era into account.

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