Blog 5 Helvetica

What did you learn that you didn’t know before?

Helvetica was born in Switzerland around 1957; it was created by Edward Hoffman through the design company he worked for. He spent a lot of time trying to create a perfect legible font that was clean.  This was not quick work, he spent a huge amount of time looking at the problems with the font and fixing them, and many designers feel he succeeded in creating the perfect font. I dint realise the vast use of Helvetica across the planet – it’s used in everything from car manufacturers to toilet information. It first took the name “Die Neue Haas Grotesque”, this name did not reflect the clean ideas that Helvetica had been designed for, so they set about finding a new name. First off it was to be “Helveticia” - because the parent company, which is controlled by linotype – wanted the reflect Switzerland. The Latin name for Switzerland is actually Helveticia, Hoffman felt this was not suitable for the worldwide, neutral appeal of the font, so they settled on the name “Helvetica”.

What surprised you?

I was extremely surprised by the way in which designers opinions of Helvetica differ. People such as Massimo Vignelli talk about the way that Helvetica is the perfect, clean font – he shows the work he did in 1966 for “American Airlines” that used Helvetica. It hasn’t changed its logo since then, proving Helvetica is timeless and very strong. However when you flip to the other side of the coin with Paula Cher that actually goes as far as saying that Helvetica was to blame for the Iraq war, due to the links with business that supported the Vietnam war.

What made you laugh?

I found a number of the designer’s personality’s funny, in particular Michael C place – who talked about the jobs he’s had creating wedding designs and having to talk to mothers in law – which stresses him out. David Carson interested me in the way he didn’t have any training and almost blustered in to the graphic design scene and annoyed many skilled veteran designers with his playful experimental ways. I found it funny that he didn’t have much knowledge or care for the typographical rules, and more taught himself. Helvetica is so widely used that even the motley crew of “Jackass” performers use Helvetica in the name – I find this amusing and quite ironic that such a proud font would/could be used in such a way.

Did you discover any new designers you’d like to learn more about? Who were they and what intrigued you about them?

There were three designers I would love to learn more about. Firstly, Eric Spiekermann because he came across as a really funny and interesting guy – his techniques in creating type that helps give a message intrigues me. He is not a fan of Helvetica, or I should say he’s not a fan of how it is used, i.e. he calls it like “air” as it is so common.  Secondly is Stephan Sagmeister- who’s talk on happy design was one reason I wanted to be a graphic designer – his crazy ways of carving the text into his own body and using wacky and eccentric techniques almost show his personality in his designs. Thirdly is David Carson, simply due to his work and background. The way he doesn’t have any training in digital art gives a fresh approach to design and is different to anything else I’ve seen.

Did you find the designers from your last project in the film?

Neither of my designers featured in person; however Hoffmanns “Giselle” poster did, the background into which he worked was explained more. The Swiss style was the movement in which he was working, it was a time of experimenting, and Helvetica was a predominant font then.

How did the designers in the film speak about the typeface? How much of the discussion was technical and how much was emotional/meaningful?

There was a fair chunk at the beginning that was going into the technical aspects of the font.  Matthew Carter talks about the way in which font designer approach fonts design, for example the do it methodically, starting with the letters “h”, ”o,”  and ”p” because that gives them many other letter bases. The Space around the letters is explained, the counters and the space around each letter are powerful because it makes the letters look like there being stuck/sucked to the page by a matrix of surrounding space. The Horizontal Terminals in the font are there to create interest also.

The emotional side of the font is what the film is more based on, and is more interesting if I’m honest. Helvetica is said to be a neutral font that is accessible to any person trained or not. But because it is so crisp and readily used across the world, there seems to be no link to emotion, say some designers. However others say that because it is so neutral there is an element of interpretation to it, the reader receives the message of the text through the type. The font is said to be almost human in features so therefore makes a greater emotional attachment to any readers.

How can this approach help you talk about type in the future?

I will talk about type in the way it looks and the way it makes readers feel. The explanation of fonts technically is interesting, but the explanation of type emotionally is where the beauty of it appears. I would most likely focus any talks on type on the emotional attachments and how there are/can be used in everyday life.

Are you pro or anti Helvetica? Did the film change your opinion or make you feel differently?

I very much pro Helvetica for the font itself, it is a perfect font – it is crisp clean and concise. However, due to the film educating me, I do agree that it is largely overused; there are fonts that visually communicate the topic better in certain aspects.  Visual communication is not about the legibility sometimes there are stronger meanings in the type use. Although I do agree Helvetica is the appropriate type to use in most examples, there can sometimes be more thought in choosing font, rather than going for the easy option, the default, Helvetica.

What is your Relationship with Helvetica? Did you grow up with it like the Dutch or is it something your only recently aware of?

I feel I probably have grown up with Helvetica, as it all around me, from car names to billboards to even on ambulances. Because my eye was untrained, I didn’t notice that all these were in Helvetica – I thought it was just some old font. Now my eyes are opened to where it is used, I am much more aware it is there; in fact I would miss it if it was gone.

How will you use it now you have learned more about it?

Learning the meanings of fonts such as Helvetica I will definitely think more carefully when choosing a font.  Sometimes it is the prefect font for ta subject, sometimes it’s not – from now on I will make sure to choose the appropriate font, through similar research into other type.

Final Comments

“Graphic design is an expression of who you are” that is something I strongly believe in. Although I wasn't enthusiastic at the thought of watching a film on Helvetica – it turned out to eye opening and I really enjoyed it – which in itself made me feel better.