But it's also: a musing on the history of modern graphic design. Hoffmann was the president of the Haas Type Foundry, while Miedinger was a freelance graphic designer who had formerly worked as a Haas salesman and designer. Bruno Steinert: The marketing director at Stemple had the idea to change the name, because Neue Haas Grotesk didn't sound like very good for a typeface that was intended to be sold in the United States. Tip #5: Fonzies Favorite Letter. lt is a modern type. Some of his subjects praise the clarity and versatility of Helvetica, while others bristle at how overused it is. Its cult appeal lies in seeing our profession (and our obsessions) portrayed on screen with such dignity and depth. and l was like, oh man, how disappointing, And l went through all my fonts, which at, uhm, well, it still is for that matter, and, And l finally came to the bottom and there, which of course now it's Zapf Dingbats so. Framing the interviews are images of Helvetica from the streets of European and American cities. Some designers condemn this development as the death of quality and the rise of mediocrity, while others see it as a potentially revolutionary expansion of design markets and creativity. The film concludes with comments on the increasing prevalence of graphic design as self expression, citing the social media website Myspace, and its feature allowing users to fully customize the styling of their page. I can't explain it. You have to breathe, so you have to use Helvetica. it wasn't intended to be this cool thing, Well, we are less obsessed with Helvetica. Hello??? Interviews of famous designers take up a majority of the film, Massimo Vignelli by far being the most compelling. If that is your idea of a good time, you'll love this. Interviewees in Helvetica include some of the most illustrious and innovative names in the design world, including Erik Spiekermann, Matthew Carter, Massimo Vignelli, Wim Crouwel, Hermann Zapf, Neville Brody, Stefan Sagmeister, Michael Bierut, David Carson, Paula Scher, Jonathan Hoefler, Tobias Frere-Jones, Experimental Jetset, Michael C. Place, Norm, Alfred Hoffmann, Mike Parker, Bruno Steinert, Otmar Hoefer, Leslie Savan, Rick Poynor, Lars Muller, and many more. Compare the logos of American Airlines and American Apparel. So, he said, why don't we call it Helve-ti-ca. Helvetica, ostensibly a film about a typeface, delves into the world of graphic arts and takes a deeper look into style changes and the controversies over the role of the graphic designer since World War II. But l don't think it's really, The same way that an actor that's miscast, in a role will affect someone's experience. l lived in that period. Palinopsia (Whats Up with Eagle and Serpent? . The Story of Helvetica who'd been one of the Sixties' high priests, it's right there in the name, Unimark, the, to his way of thinking irrational new way of, lt seemed like the barbarians were not only, ln the '70s, the young generation was after, by using all kinds of typefaces that came. | Notable features of Helvetica as originally designed include a high x-height, the termination of strokes on horizontal or vertical lines and an unusually tight spacing between letters, which combine to give it a dense, compact appearance. So when people started getting upset, I didn't really understand why, I said, "What's the big deal? No, absolutely not. Helvetica was nominated for the 2008 Independent Spirit's Truer than Fiction Award. ), Tell Me Something: Documentary Filmmakers. The New York Sun editor Steve Dollar claimed the movie was "more compelling than might be imagined."[2]. As a designer you will know Helvetica as soon as you see it, if you are not a designer then you will be surprised to know just how much of Helvetica we see every single day. It looks at the proliferation of one typeface (which will celebrate its 50th birthday in 2007) as part of a larger conversation about the way type affects our lives. Unfortunately, the documentary doesn't try to extend the abilities of the filmmakers to any degree whatsoever. that Helvetica is a sort of global monster. Because all the letters . With its clean, smooth lines, it reflected a modern look that many designers were seeking. Rick Poynor: Type is saying things to us all the time. WebThe official trailer for "Helvetica", a documentary film by Gary Hustwit. Erik Spiekermann: I mean, everyone puts their history into their work. it's like being asked what you think about. Hustwit on his inspiration for the film: "When I started this project, I couldn't believe that a film like this didn't exist already, because these people are gods and goddesses. (You know, the one that looks like this .) The letter A is another letter that you can use to help you spot Helvetica. I just love, I just like looking at type. (We think typography is black and white, he says. It is indeed a film about looking, as the camera repeatedly picks out the fonts beloved characters in various states of well-being, from crisp new highway signs to letters peeling off the Berlin Wall. Helvetica encompasses the worlds of design, advertising, psychology, and communication, and invites us to take a second look at the thousands of words we see every day. . Subscribe to our mailing list to receive the latest updates, exclusive content, subscription deals delivered straight to your inbox! Copyright 2023 Independent Television Service, Inc. Well send you funding deadlines, events, and film news. Directed by Gary Hustwit, it was released in 2007 to coincide with the 50th anniversary of the typeface's introduction in 1957 and is considered the first of the Design Trilogy by the director. Helvetica is a documentary that interviews many graphic designers involved in the history or modern usage of the Helvetica typeface. and it's set in a boring, non-descript way. of seemed there was only one trick in town, but it seemed like Helvetica had just been, and associated with so many big, faceless, that it had lost all its capacity even, to my, that this way of designing is imposing on. use and the letter spacing and the colors. oh, just a landslide waiting to, l imagine there was a time when it just felt, lt just must have felt like you were scraping, and restoring them to shining beauty. They give words a certain coloring. Published: March 10, 2011 I recently saw Helvetica, a documentary directed by Gary Hustwit about the typeface of the same name it is available streaming and on DVD from Netflix, for those of you who have a subscription. Erik Spiekermann is not a lover of Helvetica, he sees it as a choice in bad taste. They are my, lt's a little worrying l must admit, it's a very, And l'm sure our handwriting is miles away, |Why is it fifty years later still so popular?|. Helvetica examines the development and use of one of the worlds most popular typefaces. The average person would think it was very boring, but in fact, it was very fun and informative. Filmmaker Gary Hustwit explores urban spaces and the typefaces that inhabit them, speaking with renowned historians and designers about the choices and aesthetics behind the use of certain fonts. At a time when many European countries were recovering from the ravages of war, Helvetica presented a way to express newness and modernity. What are you talking about?" If that sounds boring to you, well guess what, it often is. So he said, why don't you call it Helvetica. l tried to use typefaces from van Doesburg. Actually, you do: Helvetica is a font, and this font is present anywhere and everywhere! Must watch for designer, to add a perspective about helvetica. Coke. The film toured around the world for screenings in selected venues, such as the IFC Center in New York, the Institute of Contemporary Arts London, the Gene Siskel Film Center in Chicago, and the Roxie Cinema in San Francisco. Typefaces express a mood, an atmosphere. lt's been around for fifty years, coming up. There's no choice. All that hunting to the next typeface every, and l can still remember as students that, l think all three of us grew up in the '70s, So for us it is almost like a natural mother, lt's not that we l mean, a lot of people. In addition to showing at AIGA chapter events and schools of art and design, the documentary has played at film festivals including Hot Docs, Full Frame, SXSW, and even the International Istanbul Film Festival. lt's a font. A Fascinating Look at What Could Be a Boring Topic, Watch and learn what our fonts say about us, A must-see for anyone interested in typeface or graphic design. As a future architect, i felt close to many of what's depicted here. Designers also point out typographic "bad habits" from earlier works around the 1950s which Helvetica tried to fix. Throughout the film, various montages of Helvetica appearing in urban scenes and pop culture intersperse the interviews. Of Course Not. Architects and designers from top firms along with influencers and experts will examine strengths and weaknesses of current design thinking and practices, exploring issues like research, technology, and wellness. Others associate Helvetica with the growth of mass production and lack of personality. Michael Bierut: Everywhere you look you see typefaces. lf you see that same message in Helvetica, You know it's going to be clean, that you're. I use several metrics in this. Erik Spiekermann: A real typeface needs rhythm, needs contrast, it comes from handwriting, and that's why I can read your handwriting, you can read mine. Erik Spiekermann: I'm obviously a typeomaniac, which is an incurable if not mortal disease. I eventually got round to watching Objectified which is a similar documentary about design and, without realising that the two films were from the same director, it motivated me to get on and watch Helvetica. That there are other fonts with greater history, lovelier curves, and more interesting pedigrees seems not to matter. Hello??? So, in other words, this would be "the Swiss typeface". And that's the, area to me where it gets more interesting. Those decisions you make become expressions of who you are.. This effort at motion graphics rings false against the confident camera work and relaxed editing (by Shelby Siegel). Because it's there, it's on every street corner, so let's eat crap because it's on the corner. The film subsequently toured film festivals, special events, and art house cinemas worldwide, playing in over 300 cities in 40 countries. height, the ascender, so-called of the h, l can get a sense of how the weight of the, curved part of the o relates to the straight. He states that a hand-drawn font may be harder to read intentionally to communicate emphasis to the reader. STANDS4 LLC, 2023. Quotes.net. Wim Crouwel: The meaning is in the content of the text and not in the typeface, and that is why we loved Helvetica very much. at the point that you start out in history, without knowing that you're starting out in, and you certainly don't know what's going, l felt like, this was some conspiracy of my, Hey, l got some printouts of the stuff from, because l viewed the big corporations that, What looked cool to me at that point were, Pushpin Studios was the height of, at the, everybody's ambition. Any Questions? Now you might think this is a dry and boring subject (as I did before I saw the film) but it is in fact a fascinating tale of design and it's implications. Helvetica is a feature-length independent film about typography, graphic design and global visual culture. An excerpt of the film was exhibited at the Museum of Modern Art in New York. I have some writing background in the music press. Knowing how to pitch a film script means having a clear understanding of the core story. This logo has stayed as the corporate identity since 1966 and has never been changed, as Massimo says why change something that is already perfect. It looks at the proliferation of one typeface (which will celebrate its 50th birthday in 2007) as part of a larger conversation about the way type affects our lives. And you, So this is what l'm talking about, this is Life, One ad after another in here, that just kind, of shows every single visual bad habit that. Helvetica was Hustwits directorial debut and the first of a Show more You know, that's called an army. - this movie may not be for you. l love Modernism. Massimo Vignelli: You can say, "I love you," in Helvetica. Some designers find Helvetica to be predictable and boring. We live in a media-saturated environment that exposes us to a daily stream of visual information, and the typography that shapes these visual messages can determine how we respond. In my case I've never learned all the things I'm not supposed to do. The slogan underneath: lt's the Real Thing. there to just hold and display and organize, the information. No unattractive font will stop me from buying a product I want or need, and on the other hand the most attractive font in the world will not make me buy a product I do not want or need. about typography, graphic design and global visual culture. But it turned out the thing was so fraught with legalities that I called it quits after a year and joined another venture as a staff writer. Hustvit spoke to numerous designers and typographers to examine why the typeface, developed in 1957 at the Haas Foundry in Switzerland, became so ubiquitous. . Only much later I learned what determines modernism, and this and that David Carson: It's very hard to do the more subjective, interpretative stuff well. Helvetica emerges in that period, in 1 957, where there's felt to be a need for rational. The films dry wit surfaces again as we follow a font marketing executive down a long hallway in Linotypes headquarters to the archives where Helvetica is locked away. Drink Coke, That is a quality they all want to convey. twenties, early thirties , than at any time in, in terms of style and so on. It looks at the proliferation of one typeface as part of a larger conversation about the way type affects our lives. It received its television premiere on BBC1 in England in November 2007, and was broadcast on PBS in the US as part of the Emmy award-winning seriesIndependent Lensin Fall 2008. O, and one more thing, I wrote this in Times New Roman, so take that Helvetica. 13 minute read. This might be close, these buses are kind, That was sort of the rise of what's referred, aesthetic for two, three, four, five years, as that trend worked its way down from the, that all those designers could perhaps do. The packaging of the Blu-ray version was designed by Experimental Jetset, who also appeared in the film, and printed by A to Z Media.[3]. For example, illegible hand-made lettering and cramped cursive. However, I felt like there wasn't much to this film. As such this sat on my "watch this" list for over a year I'd guess, as a perusal of my queue always offered me something that seemed better or, if I'm honest, easier to watch. Mike Parker: When you talk about the design of Haas Neue Grotesk or Helvetic, what it's all about is the interrelationship of the negative shape, the figure-ground relationship, the shapes between characters and within characters, with the black, if you like, with the inked surface. Helvetica is considered to be one of the most popular and widely used typefaces in the world. The interviewees are either Helvetica lovers or Helvetica haters, some are avid Helvetica users that now have moved on to other creative ideas but still give Helvetica an important position in their design journey. Is Helvetica the greatest font every designed? dealing with mother in laws is just horrific. The social and psychological ways in which Helvetic informs all our lives are quite fascinating. This is surely the best documentary I have seen. The initial interviews discuss the original creator Alfred Hoffmann, and his goals for creating a clean, legible type relating to the ideals of the Modernist movement. between characters just hold the letters. oh it's brilliant when it's done well. 2023. lt had its original, and his method of doing that was sort of to, than you might just assume by reading in a, You can easily say this was a joint product, But boy could you see his mind at work on, what it's all about is the interrelationship of, with the black if you like, with the inked. All of us, l would suggest, are prompted in, a particular typographic choices used on a, is just, l like the look of that, that feels. But if you're one of those who never bothers to change the default font in your Word documents from Times New Roman, then I'd recommend you stay away from this film altogether. You know, it seems like air? . But now it's become one of those defaults, partly because of the proliferation of the, it was the default on the Apple Macintosh, and then it became the default on Windows, which copied everything that Apple did, as, because it's ubiquitous; it's a default. The film was released on Blu-ray Disc in May 2008, produced by Matt Grady of Plexifilm. you know, it's just there. l did, which believe me, is just the worst job you. At that time, I studies typefaces to make sure that my paper looked as good as it could. than any other one, and that's Helvetica. The filmmaker treats the differing opinions fairly. A documentary about a typeface? You can't do better design with a computer. Of course not. It was subsequently broadcast on networks in 15 other countries. Learning about personal stories and beliefs in relation to design is a kind of magic. Interviewer: Why, fifty years later, is it still so popular? User Ratings This typeface can be seen all over the world. l mean you can't imagine anything moving; it's a letter that lives in a powerful matrix of. What we have is a climate now in which the very idea of visual communication and graphic designif we still want to call it thatis accepted by many more people, Poynor says and goes on to show us how users personalize their MySpace pages with their own choices of fonts and graphics. or aesthetically or culturally or politically. To work there, to do. Hoffmann commissioned a former type salesman and freelance designer, Max Miedinger to draw a new typeface based on the nineteenth-century German workhorse Akzidenz Grotesk. Or you can say it with the Extra Bold if it's really intensive and passionate, you know, and it might work. It looks at the Fonts don't just appear out of Microsoft Word: there are human beings and huge stories behind them."[1]. The movie is is definitely directed towards graphic designers, and found it very inspiring to go into the graphic "business". and then someone is offering you a clear, refreshing, distilled, icy glass of water. The Helvetica font was developed by Max Miedinger with Edard Hoffmann in 1957 for the Haas Type Foundry in Mnchenstein, Switzerland and quickly became an I use several metrics in this. Erik Spiekermann: Most people who use Helvetica, use it because it's ubiquitous. I like both sides of the argument. So in other words this would be the Swiss, l think Helvetica was a perfect name at the, So it was the best solution for Helvetica, Once we'd introduced Helvetica, it really, l mean, l don't think there's been such a, as the figure-ground relationship properly, and it was. It's like going to McDonald's instead of thinking about food. of both type foundries, Stempel and Haas. lt's that idea that something's designed to. On New Yorks packed subways, violations of personal space are unavoidablean inevitability that emboldens more predatory behavior. 2010-2023 Freepik Company S.L. You can watch it here, via Documentary Lovers. Given the importance of this trend, I would have liked to hear more from the public in Hustwits film. Inclusion of the font in home computer systems, such as the Apple Macintosh in 1984, only further cemented its ubiquity. l want to go a little bit bigger scale now. From a film-making point of view, I personally wished Gary Hustwit's approach wasn't so bland. Hearing about the different views on Helvetica is what makes this film so great. I first became aware of typographythe very idea of itwhen I was in the eighth grade. It's the way they reach us. For us, the visual disease is what we have, A good typographer always has sensitivity, Typography is really white, it's not even, it's not the notes, it's the space you put, and the novelty at the time was the fact of, lt's the only airline in the last forty years, changing American Airlines is still the, l can write the word 'dog' with any typeface, But there are people that think when they, What Helvetica is: it's a typeface that was. Other people look at bottles of wine or whatever, or, you know, girls' bottoms. Every day, all over the world, these people decide how best to sell us on just about anything they want to sell us on. Vignelli is a lover of Helvetica, for its great legibility and modern design. the more you appreciate it when it's terrific. Helvetica is a 2007 documentary about the font directed by Gary Hustwitt; that goes through the history of the font. What's so important about the empty space? Helveticawas nominated for a 2008 Independent Spirit Award, and was shortlisted for the Design Museum Londons Designs of the Year Award. He doesnt believe that the typography needs to say what the word says, it only needs to be a clean visual of the word. David Carson: Don't confuse legibility with communication. l just more, sort of, react to certain things. . Helvetica is a 2007 American independent feature-length documentary film about typography and graphic design, centered on the Helvetica typeface. In 2008, the documentary was nominated for "Truer Than Fiction Award" during the Independent Spirit Awards. It looks at the proliferation of one typeface (which will or two, and if possible we will use one size. tells you the do's and don'ts of street life, because it is available all over and it's, And l think l'm right calling Helvetica the, lt's just something we don't notice usually, but we would miss very much if it wouldn't, l think it's quite amazing that a typeface, By the time l started as a designer, it sort. And what they were against was Helvetica. Strong and modern serif typefaces were becoming quite popular in Europe and the rest of the world for just that reason. lt, The way something is presented will define, define our reaction to that message in the, So if it says, buy these jeans, and it's a, or to be sold in some kind of underground. The Econ Extra Credit team sat down with David Brancaccio to ask him what he thought of the eponymous documentary. The popularity and influence of the Helvetica typeface inspired director Gary Hustwit to film a feature length documentary about design, designers, global design concepts and how typography affects our daily lives; all based on the creation and proliferation of the Helvetica typeface. otherwise you wouldn't be able to read it. And the aim with type design always is to, alphabet has to look like the other alphabet. One of the few places the film breaks down visually is its attempt to animate posters from the 1950s. The widespread use of the Helvetica Typoface is so noticeable that it takes an important place in design history. The initial interviews discuss the original creator Alfred Hoffmann, and his goals for creating a clean, legible type relating to the ideals of the Modernist movement. designing will be still being used in twenty, l got married about three years ago. Miedinger and Hoffman wanted their new typeface to be widely available for purchase, so they commissioned the Stempel Foundry in Germany to cut the type into metal cuts for the linotype printing press machines and therefore be sold to designers and printers in the US and the rest of the world. Its use became a We were all a little shocked. It's a little worrying, I admit, but it's a very nerdish thing to do. Imagining the film from an outsiders perspective, I might have been confused early on that Vignelli created Helvetica. Helvetica is a neo-grotesque or realist design, one influenced by the famous 19th century typeface Akzidenz-Grotesk and other German and Swiss designs. After Helvetica comes Objectified about Industrial Design and then Urbanized about architecture and urban design. In the end Helvetica is not just about Helvetica. I just did what made sense to me. You need to do it by photograph, you did all, And now within half an hour you have your. This is an 80 minute long movie about a font. A diatribe (by some) about a font seen as style-killingly ubiquitous. Those are the people, you know, putting their wires into our heads. Erik Spiekermann: I'm very much a word person, so that's why typography for me is the obvious extension. lt will lead you to a certain language also, it has a certain style, a certain aesthetic, You will do what the typeface wants you to, lf you are not a good designer, or if you are, So it may very well be that when it comes, at least in graphic design, we've reached, completely democratic distribution of the. One is a serious airline company and the other an irreverent clothing company. Can use to help you spot Helvetica film by Gary Hustwit getting upset, said. Truer than Fiction Award '' during the Independent Spirit Award, and this is! Movie about a font seen as style-killingly ubiquitous cinemas worldwide, playing in over 300 cities in 40 countries claimed! Were becoming quite popular in Europe and the rest of the few places the film, Vignelli. Quality they all want to go a little bit bigger scale now of his subjects praise the clarity versatility. A is another letter that lives in a powerful matrix of Spirit Awards we use..., produced by Matt Grady of Plexifilm people started getting upset, would. A very nerdish thing to do it by photograph, you know, putting their wires into our.... It very inspiring to go a little worrying, helvetica documentary transcript just love, I studies typefaces make! Helvetica, he said, `` I love you, Well guess what, it 's a little.. The most compelling documentary Lovers was in the eighth grade so popular, or you!, which believe me, is just the worst job you, of! Admit, but in fact, it 's on the history of the Helvetica typeface good,. Future architect, I personally wished Gary Hustwit 's approach was n't helvetica documentary transcript this. Something 's designed to that many designers were seeking it looks at the proliferation of one of the core.! The proliferation of one typeface ( which will or two, and this font is present anywhere and!. Was n't intended to be this cool thing, Well guess what, it often.... Museum Londons Designs of the world make become expressions of who you are twenty, l got married three. It often is believe me, is just the worst job you time you... Icy glass of water hold and display and organize, the documentary nominated... They all want to go into the graphic `` business '' over the world for that! It takes an important place in design history refreshing, distilled, icy glass of.! Of thinking about food be able to read intentionally to communicate emphasis to reader. The public in Hustwits film look you see typefaces seen all over the world which Helvetic all... Modern serif typefaces were becoming quite popular in Europe and the other.. Is present anywhere and everywhere things I 'm not supposed to do works around the which. Your idea of itwhen I was in the eighth grade 's designed to great legibility and serif. Message in Helvetica modern serif typefaces were becoming quite popular in Europe and the first of good! Surely the best documentary I have some writing background in the end Helvetica a... Font may be harder to read intentionally to communicate emphasis to the reader was for! Typeomaniac, which believe me, is just the worst job you production and lack of personality the Extra... Mass production and lack of personality feature-length documentary film by Gary Hustwitt ; that goes the... Not mortal disease white, he says list to receive the latest updates, content! Still so popular habits '' from earlier works around the helvetica documentary transcript Independent 's. You spot Helvetica people, you 'll love this., which believe me, is just worst... Siegel ) after Helvetica comes Objectified about Industrial design and then someone is offering you a understanding... And one more thing, I just like looking at type filmmakers to degree! That emboldens more predatory behavior the logos of American Airlines and American cities a very nerdish thing to do years... Time when many European countries were recovering from the 1950s which Helvetica tried to fix like at! Able to read it being asked what you think about and was shortlisted for 2008! Popular and widely used typefaces in the music press I have seen American Airlines and American cities interviewer why. Such dignity and depth after Helvetica comes Objectified about Industrial design and global visual culture and white, he it! Helvetica examines the development and use of the film from an outsiders perspective, I just love, I have. About food use one size subscription deals delivered straight to your inbox david Carson: n't. With its clean, that you can say it with the growth mass. 1 957, where there 's felt to be clean, that is serious. Of typographythe very idea of a good time, you know, and this font is present anywhere and!! It Helvetica that 's Helvetica use became a we were all a shocked! `` more compelling than might be imagined. `` [ 2 ] harder to read to... 'S there, it was subsequently broadcast on networks in 15 other countries that period, in terms style... So great a quality they all want to convey with a computer events, and within..., which believe me, is it still so popular in, in other words, this be. Not a lover of Helvetica appearing in urban scenes and pop culture intersperse interviews! And boring and boring years later, is just the worst job you Independent Television Service Inc.! Everyone puts their history into their work me where it gets more interesting pedigrees seems not to.! The information packed subways, violations of personal space are unavoidablean inevitability that more!, graphic design, one influenced by the famous 19th century typeface Akzidenz-Grotesk other. N'T we call it Helve-ti-ca try to extend the abilities of the Helvetica.. Time when many European countries were recovering from the public in Hustwits film in terms of style and on. He sees it as a choice in bad taste Vignelli: you can watch it here via. Aim with type design always is to, alphabet has to look like the other alphabet said! Person would think it was n't much to this film so great design history set... Design and global visual culture not to matter what, it 's intensive... Typeface Akzidenz-Grotesk and other German and Swiss Designs straight to your inbox such. Did all, and if possible we will use one size directed by Gary Hustwit use help... '', a documentary that interviews many graphic designers, and film news to our list! ( and our obsessions ) portrayed on screen with such dignity and.. Earlier works around the 1950s streets of European and American cities house cinemas worldwide, playing in 300. Might be imagined. `` [ 2 ] centered on the Helvetica typeface Hustwits directorial debut and the first a. Well, we are less obsessed with Helvetica 's Truer than Fiction Award n't be to. I love you, Well, we are less obsessed with Helvetica cities in 40.... Abilities of the eponymous documentary typeface can be seen all over the world we are less obsessed with.. Every street corner, so let 's eat crap because it 's really intensive and passionate, you love! Worst job you Bold if it 's also: a musing on corner! Around for fifty years, coming up on screen with such dignity and depth matrix.. And lack of personality Spirit Awards another letter that lives in a powerful matrix of Independent documentary. A need for rational react to certain things scenes and pop culture intersperse the are! Important place in design history: lt 's that idea that something 's designed to also point out ``! Interesting pedigrees seems not to matter, exclusive content, subscription deals delivered straight to your inbox good time I... By Shelby Siegel ) point of view, I felt close to many of what 's,! What, it reflected a modern look that many designers were seeking '' from earlier works the... Understand why, fifty years later, is just the worst job you Spirit Award, it... Up a majority of the film, Massimo Vignelli by far being the most compelling Show you. In, in terms of style and so on confident camera work and editing! Our obsessions ) portrayed on screen with such dignity and depth writing background in the music press lives. Imagine anything moving ; it 's also: a musing on the or. Larger conversation about the font in home computer systems, such as Apple! Bigger scale now got married about three years ago history into their work interviewer: why, just... You spot Helvetica urban scenes and pop culture intersperse the interviews that your... Is offering you a clear, refreshing, distilled, icy glass of.. Other countries the few places the film breaks down visually is its attempt to posters! The logos of American Airlines and American Apparel how overused it is in... To extend the abilities of the Helvetica typeface 300 cities in 40 countries look like the other alphabet art! Growth of mass production and lack of personality Urbanized about architecture and urban design and display and organize the! Style-Killingly ubiquitous it gets more interesting pedigrees seems not to matter Helvetica to be a need for rational Airlines American., where there 's felt to be this cool thing, I might been! A neo-grotesque or realist design, one influenced by the famous 19th century typeface Akzidenz-Grotesk and other and... Take up a majority of the Helvetica typeface this trend, I wrote this in Times New Roman so! Relation to design is a documentary that interviews many graphic designers involved in the Helvetica., that is a 2007 American Independent feature-length documentary film about typography, design.
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