HELVETICA Movie

Helvetica became a popular typeface used worldwide because of its clear, clean-cut modern and legible qualities. Following the 50s, designers wanted to rebuild a new world that was more open; to produce design that was accessible to everyone. It is a neutral typeface and therefore can be used in infinite ways and for infinite purposes. As Jonathon Hoeflar comments, it allows open interpretation and it can say both nothing and everything. Companies using this typeface are made to appear “accountable”, “accessible” and “transparent” (Leslie Savan), which pulls people in and makes them feel comfortable. At the same time, I do agree with Erik Spierkermann’s point, that “types are brands”, and therefore with such a neutral typeface the brand’s personality and character is reduced and the company therefore becomes less memorable. I feel that typography is a craft that should be utilised. The role of the designer is to play around, manipulate and develop. Type on a poster vs type made for an underground system for example are both created with different means in mind. One must draw the attention of passer-bys, while the other should remain simple, non-distracting and clear as to help inform people quickly.

ERIK SPIEKERMANN

I love the variety of typefaces used by Erik Spikermann in his pieces of work. These designs have more character and personality because the typefaces have been carefully thought through and created to provoke particular emotions. Helvetica would not produce such a strong reaction as it creates a feeling of contained and functional. For these reasons I also like the work of design studio Europa founded by Mia Frostner and Robert Sollis. Their project on the relationship between public spaces and people involved a typeface that uses waves and portrays constant movement, an emphasis on the flow of people alongside traffic.