Helvetica: one helluva font
Nothing says “let’s nerd out” like watching an entire documentary on a single typeface.
Helvetica, 2007 is an independent documentary by Gary Hustwit that explores the world of typography, graphic design, and what makes this particular typeface one of the most used in the world.
39 brands created with Helvetica:
3M
AGFA
American Airlines
American Apparel
BASF
BMW
British Gas
Caterpillar
Crate&Barrel
CVS
Dole
Energizer
Evian
GM
Harley-Davidson
JCPenney
Jeep
Kawasaki
Knoll
Lufthansa
Mattel
Microsoft
Motorola
Nars
Nestlé
Olympus
Oral-B
Panasonic
Post-it
Scotch
Sears
Skype
Staples
Target
TÊTU
The North Face
Three
Tupperware
Toyota
Now that we got that out of the way..
Helvetica, previously named Neue Haas Grotesk, was designed in Switzerland in 1957 by Max Miedinger and Eduard Hoffmann at the Haas type foundry and was created to be the opposite of the complex, fancy font so many used. It was designed to not give off a particular meaning or impression.
“The first Neue Haas Grotesk typeface proofs, carefully set by hand and printed on fine art paper are, in my opinion, true works of art.” - Alfred Hoffmann, son of Eduard Hoffmann and former CEO of the Haas foundry
Today, Helvetica is used worldwide by many of the most reputable companies. It evokes emotions whether you want it to or not.
This is due in part to psychology. Psychology plays a big role in how people perceive brands and fonts have been shown to influence this. Typefaces express “mood and atmosphere, they give words a certain coloring,” Rick Poynor, Helvetica, 2007
“Maybe the feeling you have when you see particular typographic choices used on a piece of packaging is just ‘I like the look of that, that feels good, that's my kind of product,’" Rick Poynor, Helvetica, 2007
Helvetica has a clean, simplistic look. It conveys honesty and importance. It’s practical and is not era-specific.
“You can say, ‘I love you,’ in Helvetica. And you can say it with Helvetica Extra Light if you want to be really fancy. Or you can say it with the Extra Bold if it's really intensive and passionate, you know, and it might work,” Massimo Vignelli, Helvetica, 2007
Helvetica is one helluva font, and there’s lot’s to say about something that seems so insignificant. But I won’t spoil it all for you. So throw on your snuggie, push the cat off the laptop and nerd out.
To nerd out CLICK HERE
Find out more about Gary Hustwit's documentaries HERE
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