Helvetica Critique Notes

Title: Helvetica Director: Gary Hustwit Producers: Gary Hustwit, Swiss Dots, Veer Year: 2007

This documentary seems to be informational and promotional to me. I think it is information in that there was a lot of interesting information presented to the audience about typefaces, and their use. And in particular, of Helvetica. I think it is informational, because as a documentary, it explores a topic and interviews people in that field to provide us with information. It is promotional in a sense that it is promoting the history, use, and importance of typefaces in general. Most people may not realize how much of it we see everywhere, and this documentary brings it to the front and center. On the side, because so many of the people interviewed seemed to love Helvetica (with the exception of one German typographer who hates it) it could inspire others to try it out if they havent already. I know for me, I am typing this I Helvetica and I am a bit curious now to use this/try this font out more in my work. I usually stray away from using Arial or fonts that are too normal looking because I always associated it with being bland, or conforming. I believe that this documentary was produced for both graphic designers and the regular, broader audience. Graphic designers and typeface enthusiasts would find the interviews and history fascinating, and I think novices or people are arent professional designers may be enlightened by the information presented to them. I know I was! This whole movie hit upon graphic design and what were doing in our course. We are here to present information and graphics to people, for a variety of reason. Typeface aids that mission. Since talking about typeface in our last class, our projects now are incorporating typeface and also our reasoning in choosing it. Despite what some people may think, typeface can help convey a different feeling, depending on what is used. Typeface, as the movie references, is beautiful, timeless and expressive. It, like people, can convey and express feelings. In taking this class, and viewing this documentary, I think I am growing fond of typefaces. There have been several times where I have had the thought of creating my own, and that it would be enjoyable to do so.

Helvetica Movie Notes

Title: Helvetica Director: Gary Hustwit Producers: Gary Hustwit, Swiss Dots, Veer Year: 2007

Typefaces: Present everywhere Beautiful, timeless Typography is like music American Airlines is the only airlines in 40 years that didnt change their identity Some people think type is expressive others dont think so Creating order is like typography Meaning in the context of the text not typeface (so many loved Helvetica very much) Most peole create type by lowercase h to see if serif or sanserif Do one straight letter (h) then round letter (o) Designer choosing typefaces is essentially a casting director Typomaniac loves looking at type gets kick from looking at type) Choice of typeface is a weapon to communicate the feeling of a work

Helvetica: Modern, what designers were all looking for 1950s post war feeling of idealism among designers More social responsibility of designers High modernist period international typographic style Swiss designers Helvetica emerges in 1957 need for rational typefaces applied to all types of contemporary information; presents to public in intelligible way Typeface should be readable and clear The Most Neutral typeface Most beautiful things: horizontal terminals (in lower case e, g, c etc.) Die Neue Haas Grotesk original name of Helvetica name didnt sound very good to be sold in the US Edward Hoffman wanted a modern version a German type font Max Miedinger designer of Helvetica?? Actually was a salesman/graphic artist Helvetica born in Switzerland Linotype now owns Helvetica Helvecia Latin name of Switzerland cant use that for new name agreed to name it Helvetica (the Swiss typeface)

1950s: zany typography hand crafted lots of pictures and curly hand writing Helvetica was a good solution to push those styles out Tax forms in Helvetica, EPAs, American Apparel (cheeky), American Airlines (sober) Typefaces are open to interpretation Helvetica can say everything Govts and corporations love Helvetica smoothness of the letters make it seem almost human Not many people dont know what Helvetica is Maybe the ULTIMATE TYPEFACE Helvetica will never go away ubiquitous, it is like air (Helvetica needs space, round around the middle) some people dont like Helvetica Mark of membership, a badge says welcome to Modern Society Perfect balance of push and pull Corporate typeface The typeface of capitalism, the type of socialism it is all over everyone can use it; very available Overuse of Helvetica? 190s reaction to the conformity of sameness