Studio brief 1: Helvetica Documentary OUGD403

OUDG403:

Helvetica, probably the most re nound, clean and timeless of all fonts. After watching the Helvetica documentary, I feel I understand the the importance of the reliable and universal font. It is used in every angle of life, used so frequently its almost imbedded in society. Massimo Vignelli mentions how there are ‘basically no more than 3’ typefaces he uses, Helvetica being one, he goes on to say ‘It is a modern it is a clear type, good for everything’. This is proved when walking down any highroad, from logos for international companies to the New York subway, it is the typeface of the modern age, distancing itself from the conservative serif. ‘Creating order is typography’; says Wim Crouell, Helvetica suits this quote so well and he supports this by summarising what he think a font should be, ‘It should be clear, it should readable, it should be straight forward’. This virtually describes the unfixable and idealistic font being the ‘the most neutral typeface’. From a design perspective it’s a major and some might say impossible task to try an alter the font to create something clearer. Mathew Carter supports this ‘Its very hard for a designer to look at these characters and say how would I improve them’. This is why it is used on such a global scale.

It is a font able to convey so many different moods through the simplest of changes. ‘American airlines’ is an great example of this proving its timeless design after keeping the original Helvetica logo for over 40 years. Although this has been changed in recent years it is still in Helvetica. 2 words are used, yet helvetica ties them together reading as one. The negative space allows it to be read with fluidity and ease. This contrasts with the high street shoe brand ‘size?’ using Helvetica completely differently way to stand out on the high street in its bright orange and bold thicker strokes. This rational safe font proves over  and over its functionality in so many contexts. Shown once again again in the ‘skype’ logo using the type in a friendlier and playful manor through the use of curving letter forms and the fresh baby blue. To summarise the conformity allows this font to be one of the easiest communicators in typography.