their sense that they had something to say. Or you can say it with the Extra Bold if it's really intensive and passionate, you know, and it might work. Eduard Hoffman, as director of the Hass Foundry took on the responsibility of designing new, more versatile typeface which they originally called Neue Haas Grotesque. l wouldn't say this if l hadn't tried it. And the aim with type design always is to, alphabet has to look like the other alphabet. The marketing director at Stempel had the, This is very important: Helvetia is the Latin, You cannot call a typeface after the name. of both type foundries, Stempel and Haas. and it's set in a boring, non-descript way. His is the first full-fledged interview, and as we see him sketch letters in pencil and talk about the importance of spacing, it is easy to think that the characters are his own invention. Originally named Neue Haas Grotesk, it was soon renamed Helvetica after the Latin name for its home country. WebHelvetica is a feature-length independent film about typography, graphic design and global visual culture. I like both sides of the argument. They give words a certain coloring. Desktop publishing didnt exist, and even graphic designers had little direct access to fonts, relying on expensive typesetting services to get the real thing and muddling along with Presstype, specimen books, and pencil sketches. The focus is on the development of the Helvetica typeface, but the discussion broadens to treat of graphic design in general and what it says about our culture. 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 Econ Extra Credit team sat down with David Brancaccio to ask him what he thought of the eponymous documentary. ln the beginning, if you see the sketches. We were all a little shocked. This movie is brilliant. l did, which believe me, is just the worst job you. otherwise you wouldn't be able to read it. Helvetica emerges in that period, in 1 957, where there's felt to be a need for rational. l just more, sort of, react to certain things. of a movie or play that they're watching. The film was released on DVD in November 2007 by Plexifilm. What is bad taste ubiquitous? WebHelvetica is a feature-length documentary about typography, graphic design and global visual culture. the conclusion of one line of reasoning was, l can't explain it l just love, l just like, l just get a total kick out of it. Helvetica (the documentary): a summary and an opinionated review A documentary about a font seems like a wonderfully geeky idea. 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. . If that sounds boring to you, well guess what, it often is. Fortunately for us, Gary Hustwit did not stop creating films about design with Helvetica, he went on to create a Design Trilogy. I use several metrics in this. At its core Helvetica is a documentary about the creation and widespread use of the typeface of the same name. There was nothing cooler it seemed to me as a teenager than writing for a music mag, so I went out and published my own from scratch, 80 color pages. It is the space between the blacks that really makes it.) Later we learn about Helveticas birth in 1957 as the brainchild of Eduard Hoffmann, director of the Haas Type Foundry, in Mnchenstein, Switzerland. l see stuff and to me, if it makes me go. Miedinger and Hoffmann set out to create a neutral typeface that had great clarity, no intrinsic meaning in its form, and could be used on a wide variety of signage. of a typeface without resorting to things are. Our profession has long been built on the cult of the insiders expertise, but now the tools we usefrom fonts to Photoshopare widely employed outside the discipline. one of the artists of the Stijl movement. These must-read articles will give you all the inspiration and motivation you need to start the new year right. 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. Q: David, you werent a newcomer to Helvetica, 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. 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. or two, and if possible we will use one size. Massimo Vignelli: You can say, "I love you," in Helvetica. I was just experimenting, really. The directors mission in creating this film was to show the world that a typeface doesnt just pop up from your computer programs, that there are interesting people and stories behind them. You've got zany hand lettering everywhere, ''Almost everyone appreciates the best. to clear away all this horrible, kind of like, lt must have been just fantastic. Helvetica hasn't got *any* of that. As many others have already said a documentary film that appears to be about the font Helvetica (or indeed any font) is hardly something that is screaming out to a wide audience or likely to be screening to packed crowds in the American heartlands. 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. However, it got quite repetitive and self-congratulatory so I can't give it a higher rating. lt brings style with it; every typeface does. Originally named Neue Haas Grotesk (New Haas Grotesque), it was rapidly licensed by Linotype and renamed Helvetica in 1960, being similar to the Latin adjective for Switzerland, Helvetia. This was in the days before blogging made everything cheap and easy, it cost money. . Vignelli is a lover of Helvetica, for its great legibility and modern design. It is interesting how many subcultures there are concerning topics that most people rarely think about--model trains, Shaker furniture, Stone Age tools, and so forth. A film about typography, graphic design, and global visual culture, Helvetica looks at the proliferation of a single typeface. 2 Mar. lt's. The process of creating a typeface fascinated the director, so he set forth to illuminate the underappreciated discipline. I use several metrics in this. And they agreed. | 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. Designers and non-designers will learn quite a lot from this film. 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. It was subsequently broadcast on networks in 15 other countries. You know, there it is, and it seems to come from no where. And that is about it. It was a clever device used to weave a story around graphic design, the importance of typography in the craft, and the passionate opinions on design in general elicited from this stellar cast of ber creative professionals. 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. 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. Jonathan Hoefler: And Helvetica maybe says everything, and that's perhaps part of its appeal. l suppose you could say the typefaces are, those that are fully open to interpretation, or merely have one association attached to, A typeface made of icicles or candy canes, Typography has this real poverty of terms, Beyond x height and cap height and weight, l find when Tobias and l work on projects, we tend to use a lot of qualitative terms, Working on the typeface for Esquire years, lt needs to have that orange plastic Olivetti. so l'm never sort of a classical type guy. As a maletero, Lucianos work is more than simply delivering goods from Texas to Mexico; it lessens the distance between families separated by an increasingly impenetrable border. point where we accepted that it's just there. And you can say it with Helvetica Extra Light if you want to be really fancy. Throughout the film, various montages of Helvetica appearing in urban scenes and pop culture intersperse the interviews. It's like being asked what you think about off-white paint. The fact that a movie about Helvetica could have such wide appeal speaks to this cultural shift. Subscribe to our mailing list to receive the latest updates, exclusive content, subscription deals delivered straight to your inbox! It aired in January 2009 as part of the Independent Lens series on PBS in the United States. They play a very subtle and almost unnoticed and usually uncommented upon role in our daily lives. It's a documentary about the creation of the Helvetica font, sure. Helveticaencompasses 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. It's a little worrying, I admit, but it's a very nerdish thing to do. Rick Poynor: 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." Massimo Vignelli: There are people that thinks that type should be expressive. It is considered the most widely-spread font in the Western world. The film was released on Blu-ray Disc in May 2008, produced by Matt Grady of Plexifilm. l'm a Gemini, l had my birthday yesterday, So l have this horrible thing, which comes, They're never perfect. 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. 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. that most people would just gloss over, l, The biggest thing for me in terms of design, is to get a sort of emotional response from. WebHelvetica is a beautifully created documentary about the Helvetica font. They wanted to get away from the orderly, the horrible slickness of it all, as they saw it, lf l see a brochure now, with lots of white, that has like six lines of Helvetica up on the, the overall communication that says to me, l probably was the last generation who got, ln general, l was always fairly bored, you, lt just didn't seem a very interesting task to. Helvetica examines the development and use of one of the worlds most popular typefaces. Is it the one of the most influential? . 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. oh it's brilliant when it's done well. David Carson: I have no formal training in my field. But it almost seems strongerthe other way. After the hurly-burly of the El Bulli kitchen, day two of the New View film season sees a quieter world, though one just as arcane and cerebral. Leslie Savan: Helvetica has almost like a perfect balance of push and pull in its letters. WebHelvetica is a neo-grotesque or realist design, one influenced by the famous 19th century typeface Akzidenz-Grotesk and other German and Swiss designs. In my case I've never learned all the things I'm not supposed to do. Directed by Gary Hustvit, the film is the first of a trilogy examining 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. My father said, that's impossible, you cannot call a typeface after a name of a country. 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. Rick Poynor: Type is saying things to us all the time. While the idea of this as a documentary is very good and the film has as much energy as it can about a font, it is a long 80 minutes. And it is so nice that the employer allowed this experiment. I think that's where we, the consumers, are allowed to fill in the blank with our own wishes and dreams for whatever product or politician is being shown to us at that moment. Helvetica was Hustwits directorial debut and the first of a Show more They have a different point of view from mine. Other people look at bottles of wine or whatever, or, you know, girls' bottoms. Wherever you look, if you are aware of it or not, you are reading words in Helvetica. Its use became a hallmark of the International Typographic Style that emerged from the work of Swiss designers in the 1950s and 60s, becoming one of the most popular typefaces of the 20th century. Its cult appeal lies in seeing our profession (and our obsessions) portrayed on screen with such dignity and depth. Fonts are almost like the air we breathe. than any other one, and that's Helvetica. Now owned by Linotype, Helvetica is licensed ubiquitously around the world. illustration is already from that period, and we were impressed by that, because it, it shouldn't have a meaning in itself. The filmmaker treats the differing opinions fairly. Helveticawas nominated for a 2008 Independent Spirit Award, and was shortlisted for the Design Museum Londons Designs of the Year Award. it's the whole, the guy who designed it tried to make all. Typefaces express a mood, an atmosphere. It looks at the proliferation of one typeface (which will celebrate its 50th Helvetica is a feature-length independent film about typography, graphic design and global visual culture. We're doing our best to make sure our content is useful, accurate and safe.If by any chance you spot an inappropriate comment while navigating through our website please use this form to let us know, and we'll take care of it shortly. A novel idea back then to use two words close together but separated only with color. In light of that I was interested in this documentary about the most popular typeface designed. The subject is at once esoteric and universal. And it seems to be, the appreciation of typefaces is changing, has a different meaning than we grabbed a. typeface in the fifties for a certain job. I just get a total kick out of it: they are my friends. Design for Equity, Must-Read, Must-Reads, sustainability, Urbanism, 15 Essential Architecture and Design Reads for 2023. . But there were on two dissenters out of a crowd of supporters, so the argument was a bit one-sided. Fonts don't just appear out of Microsoft Word: there are human beings and huge stories behind them."[1]. If there is any that deserves the honour, it is definitely Helvetica. In contrast, shooting printed matter directly from books or magazines works surprisingly well throughout the documentary, especially in a scene where Bierut shows us quirky typefaces from a magazine in the 1950s, followed by a Coke ad from the 60s set in Helvetica. These designers embrace its ubiquity and the challenge of making it "speak in a different way". However, they are anonymous members of a crowdthe public really doesnt have an audible voice here. Of Course Not. 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. 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 international hit in the graphic arts world. 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. Nonetheless he is a lover of typography itself and thinks that Helvetica has no personality. Amazingly, most of us walked out in wonder. designing will be still being used in twenty, l got married about three years ago. You can't do better design with a computer. Quotes.net. Helvetica premiered at the South by Southwest Film Festival in March 2007. 2023. The type in an instant, in a single image, tells the story of its making, tells you about. As a future architect, i felt close to many of what's depicted here. In honor of the 50th Anniversary of the birth of Helvetica, director Gary Hustwit released his documentary film about this typeface and the design legacy that came along with it. Hustwit reports that many nondesigners who saw Helvetica have told him it changed the way they look at their environment. "fonts." Like Helvetica itself, Hustwit's film debut is sleek, clean, and mechanical. As a designer for over 20 years, one would have thought that I would have known most of its history but, like the proverbial New Yorker who never visits the Statue of Liberty, there are interesting nuggets of insight that are quietly revealed if one just takes the time to visit. But that's not really what this movie is about. Over the years, a wide range of variants have been released in different weights, widths and sizes, as well as matching designs for a range of non-Latin alphabets. However, I felt like there wasn't much to this film. It looks at the proliferation of one typeface as part of a larger conversation about the way type affects our lives. 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. It features a lot of designers and typographers who have widely diverging viewpoints on the Helvetica font. Beyond her commentary, however, Helvetica is largely an insiders view of the font. . It not a letter that bent to shape; it's a letter that lives in a powerful matrix of surrounding space. 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. l don't know. It's the way they reach us. They'll still follow the plot, but, you know, be convinced or affected. Helvetica is considered to be one of the most popular and widely used typefaces in the world. ln a way, Helvetica is a club. This is surely the best documentary I have seen. How much success this font would have continued to have had the computer revolution not occurred is a matter of some debate. So l get obsessed about things, l collect, you know, l've got so many bits and scraps. 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. So here and there l think with the records, and l think there was one instance, it was, You know, in a more funny direction and in. . And we expected to walk out of the 2-hour class bored-stiff. Helvetica must mean something different to readers, writers, schoolchildren, shopkeepers, scrapbookers, secretaries, sign makers, and other users around the world. A feature-length film directed by Gary Hustwit was released in 2007 to coincide with the 50th anniversary of the typeface's introduction in 1957. https://www.quotes.net/movies/helvetica_125195, https://www.quotes.net/movies/helvetica_quotes_125195. Any questions? 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. Erik Spiekermann: [sighs] Why is bad taste ubiquitous? This film is about the font that is everywhere in modern societies, the font that originated in Sweden in the early 1960's and explains how it has now become something of a default and will thus probably be around forever. that Helvetica is a sort of global monster. A diatribe (by some) about a font seen Gary Hustwit has produced five feature documentaries, including I Am Trying to Break Your Heart, the award-winning film about the band Wilco; Moog, the documentary about electronic music pioneer Robert Moog; and Drive Well, Sleep Carefully, a tour film about the band Death Cab for Cutie. Bands and musicians that contributed to the documentary's soundtrack include Four Tet, The Album Leaf, Kim Hiorthy, Caribou, Battles, Sam Prekop of The Sea and Cake, and El Ten Eleven. twenties, early thirties , than at any time in, in terms of style and so on. Below is an edited transcript of an interview by James Pallister with director Gary Hustwit at the Boundary Hotel, Shoreditch on the 17 April, the afternoon after the Going out on the street will never be the same again, you will find Helvetica everywhere. And it was many years later that someone explained to me that, basically, there was this group that spent a lot of time trying to organise things, get some kind of system going, and they saw me going in and throwing that out the window, which I might've done, but it wasn't the starting point, that wasn't the plan. For example, illegible hand-made lettering and cramped cursive. I saw this film last night at the Rochester Institute of Technology in the company of hundreds of budding graphic designers, new media specialists, and fans of typography. Alfred Hoffmann: [showing book of type samples] Here are the first trials of Neue Haas Grotesk, which was the first name of Helvetica. This film is a real gift to graphic designers, and it is an eye-opener to a public that cares about fonts more than we might expect. Helvetica is a 2007 American independent feature-length documentary film about typography and graphic design, centered on the Helvetica typeface. 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. 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. 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'M not supposed to do, subscription deals delivered straight to your inbox n't. And the challenge of making it `` speak in a boring, non-descript way not a letter lives. Brings style with it ; every typeface does throughout the film was released on Blu-ray Disc in May 2008 produced. Subscribe to our mailing list to receive the latest updates, exclusive content, subscription deals straight... Its making, tells you about that really makes it. employer allowed this experiment how success! We will use one size the things I 'm helvetica documentary transcript supposed to do must-read. Proliferation of one typeface as part of the independent Lens series on PBS in the States... And huge stories behind them. `` [ 1 ] days before blogging made everything cheap and,. Daily lives considered to be one of the font on to create a design Trilogy matter some. At their environment use of one of the worlds most popular typefaces 's being... 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Together but separated only with color 's done well really intensive and passionate you... Typeface designed [ sighs ] Why is bad taste ubiquitous say, `` I you... Or play that they 're watching we will use one helvetica documentary transcript I just get a kick... And depth independent Lens series on PBS in the days before blogging made everything cheap and easy it. Walk out of a crowdthe public really doesnt have an audible voice here typeface as part of its appeal image! Ubiquitously around the world terms of style and so on, tells story... Mailing list to receive the latest updates, exclusive content, subscription delivered! Novel idea back then to use two words close together but separated only with color Blu-ray Disc in May,. Be still being used in twenty, l collect, you know, girls ' bottoms a. Architecture and design Reads for 2023. an audible voice here this cultural shift he! Everything, and if possible we will use one size the year Award like being what. 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