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They give words a certain coloring. Type is saying things to us all the time. The Hass Foundry and the Hoffman family keep the original artwork for the design of the typeface as a way to remember just how important this new design became over the years and how it influenced design thinking around the world. Massimo Vignelli designed the American Airlines logo in 1966 with Helvetica. The filmmaker treats the differing opinions fairly. 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. The designer has an enormous responsibility. A whole documentary about one typeface. What they do is more than just logos and corporate branding - they design the type that we read every day in newspapers and magazines, onscreen and on television. 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. (We think typography is black and white, he says. The film was released on DVD in November 2007 by Plexifilm. lt, The way something is presented will define, define our reaction to that message in the, So if it says, buy these jeans, and it's a, or to be sold in some kind of underground. It looks at the proliferation of one typeface as part of a larger conversation about the way type affects our lives. One is a serious airline company and the other an irreverent clothing company. so l'm never sort of a classical type guy. If you are an aspiring designer and have not yet watched Helvetica, it is time you do so. A diatribe (by some) about a font seen as style-killingly ubiquitous. The film Helvetica bases its story around the evolution of modernist design via the influence of the Helvetica typeface by interviewing graphic designers, type designers and influencers of the time. lt's very hard to do the more subjective, But if l bring the same group off the street, and say, ''Okay, now let's interpret that, that nobody else could go. And in turn Stempel was also controlled by. but with a new set of theories to support it. 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. There was a time when I was editor, publisher, and writer of a small newspaper in Spain. Interviews of famous designers take up a majority of the film, Massimo Vignelli by far being the most compelling. Only much later I learned what determines modernism, and this and that David Carson: It's very hard to do the more subjective, interpretative stuff well. 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 Inclusion of the font in home computer systems, such as the Apple Macintosh in 1984, only further cemented its ubiquity. I eventually got round to watching Objectified which is a similar documentary about design and, without realising that the two films were from the same director, it motivated me to get on and watch Helvetica. No unattractive font will stop me from buying a product I want or need, and on the other hand the most attractive font in the world will not make me buy a product I do not want or need. Compare the logos of American Airlines and American Apparel. And what they were against was Helvetica. Watch Helvetica here. WebHelvetica is a feature-length independent film about typography, graphic design and global visual culture. Helvetica premiered at the South by Southwest Film Festival in March 2007. The Story of Helvetica 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. They play a very subtle and almost unnoticed and usually uncommented upon role in our daily lives. So it, it needs certain space around it, needs a, it needs very carefully to be looked at the, very small and very tightly done and very. | WebHelvetica is a feature-length independent film about typography, graphic design and global visual culture. use Helvetica is typically Dutch, l think, and that's why l'm never really impressed. 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." 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've got to, You know, l wake up and usually l want to, l mean, everybody puts their history into. Because it's there, it's on every street corner, so let's eat crap because it's on the corner. going to fit in, you're not going to stand out. of a movie or play that they're watching. Drink Coke, That is a quality they all want to convey. I kept wondering as I watched how the film would speak to nondesigners. and it's just as fresh as it was . I use several metrics in this. In addition to showing at AIGA chapter events and schools of art and design, the Like Helvetica itself, Hustwit's film debut is sleek, clean, and mechanical. And, corporate identity in the sixties, that's what, piles of goofy old brochures from the fifties, and all it implies, and this is what we're, they'd have a crisp bright white piece of, Can you imagine how bracing and thrilling, with your mouth just caked with filthy dust. well, it's like a person, if you are slightly, you're not going to walk around in tight T-, And Helvetica is heavy in the middle. 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. that is a sort of a late-modernist thing. lt's the most stressful job l've ever had. But it turned out the thing was so fraught with legalities that I called it quits after a year and joined another venture as a staff writer. If there is any that deserves the honour, it is definitely Helvetica. It was initally dubbed Neue Haas Groteskbut but was renamed in 1960 to make it easier to market abroad after becoming popular in Switzerland. Massimo Vignelli: There are people that thinks that type should be expressive. For us, the visual disease is what we have, A good typographer always has sensitivity, Typography is really white, it's not even, it's not the notes, it's the space you put, and the novelty at the time was the fact of, lt's the only airline in the last forty years, changing American Airlines is still the, l can write the word 'dog' with any typeface, But there are people that think when they, What Helvetica is: it's a typeface that was. 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. The New York Subway System for example has all signs designed in Helvetica. (Providing the films dominant voice of authority is Rick Poynor, a writer who speaks from a deep knowledge of designs evolution and internal discourse.). User Ratings A reflection about what our fonts say about us. of seemed there was only one trick in town, but it seemed like Helvetica had just been, and associated with so many big, faceless, that it had lost all its capacity even, to my, that this way of designing is imposing on. l lived in that period. lt was a matter of cutting letters in steel, You know, l doubt if l ever got up quite to, So, you know, l could say that really l've, it's ever been made in the fifty, fifty-one, lt's hard to generalize about the way type, But l think that most type designers if they, it tells me, first of all, whether this is a sans, lf it were a serif face it would look like this, here are the serifs so called, these little, Are they heavy, are they light, what is the, is there a lot of thick-thin contrast in the. Q: David, you werent a newcomer to Helvetica, You can't do better design with a computer. 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. Developed by the Haas'sche Schriftgiesserei (Haas Type Foundry) of Mnchenstein, Switzerland, its release was planned to match a trend: a resurgence of interest in turn-of-the-century "grotesque" sans-serifs among European graphic designers, that also saw the release of Univers by Adrian Frutiger the same year. This typeface can be seen all over the world. 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. But I don't think it's really quite as simple as that. WebThe official trailer for "Helvetica", a documentary film by Gary Hustwit. l did a little credit to give thanks to Max, But my wife vetoed that; l had to take it off, l think l fell into the step of Helvetica when, And l really enjoy the challenge of making. 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. The article astonished me, introducing me to words I would never forget: graphic designer, sans serif, Massimo Vignelli. It's a documentary about the creation of the Helvetica font, sure. WebHelvetica is a neo-grotesque or realist design, one influenced by the famous 19th century typeface Akzidenz-Grotesk and other German and Swiss designs. Designers also point out typographic "bad habits" from earlier works around the 1950s which Helvetica tried to fix. A mainstream documentary on the worlds most popular font attests to the ubiquity of graphic design. Some designers find Helvetica to be predictable and boring. It looks at the proliferation of one typeface (which will celebrate its 50th Design for Equity, Must-Read, Must-Reads, sustainability, Urbanism, 15 Essential Architecture and Design Reads for 2023. They always have a, in the sense that l leave them alone when l, not because it's good for them or it fits the, l think we all do that. 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. Show less. This is surely the best documentary I have seen. or two, and if possible we will use one size. and l was like, oh man, how disappointing, And l went through all my fonts, which at, uhm, well, it still is for that matter, and, And l finally came to the bottom and there, which of course now it's Zapf Dingbats so. If you have a keen sense of proportion though, you should be able to see the difference. Erik Spiekermann: I'm obviously a typeomaniac, which is an incurable if not mortal disease. At that time, I studies typefaces to make sure that my paper looked as good as it could. I wrote on and off for several years, caught the designer's bug, switched over to industrial design and that led to film and studying what it means to see. https://www.freepik.com/blog/helvetica-documentary-typeface Through the story of a typeface and its influence you can learn even about yourself and how its involved in your own life. Tip #5: Fonzies Favorite Letter. 2010-2023 Freepik Company S.L. It not a letter that bent to shape; it's a letter that lives in a powerful matrix of surrounding space. Throughout the film, various montages of Helvetica appearing in urban scenes and pop culture intersperse the interviews. 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. They'll still follow the plot, but, you know, be convinced or affected. Helvetica is a beautifully created documentary about the Helvetica font. Of course not. 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. Directed by Gary Hustvit, the film is the first of a trilogy examining You need to do it by photograph, you did all, And now within half an hour you have your. On New Yorks packed subways, violations of personal space are unavoidablean inevitability that emboldens more predatory behavior. WebHelvetica is a feature-length documentary about typography, graphic design and global visual culture. Helvetica is a neo-grotesque or realist design, one influenced by the famous 19th century typeface Akzidenz-Grotesk and other German and Swiss designs. 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. How could a film about a font be so good? Helvetica is a feature-length independent film about typography, graphic design and global visual culture. The film makers somehow came up with the idea of doing a cultural history of the Helvetica font which has become the almost universal default modern font over the past 50 years. Helvetica is a typeface that originates from Switzerland. Or you just get this real whooo, kind of like, One of the things l've always really wanted. 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. Helvetica is a feature-length independent film about typography, graphic design and global visual culture. There's no choice. I use several metrics in this. there to just hold and display and organize, the information. There's no choice. 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. We thus move rhythmically between the designers voice from inside the studio to the public life of the typeface on caf signs, billboards, subway graphics, and so on. lt's a font. Later, other interviewers point out criticisms of Helvetica. Helvetica was Hustwits directorial debut and the first of a Show more lt's. Their subjects lend a nice sense of immediacy to their dialogs without being too on the edge or too indulgent (save one). And that is about it. The New York Sun editor Steve Dollar claimed the movie was "more compelling than might be imagined."[2]. In addition to showing at AIGA chapter events and schools of art and design, the documentary has played at film festivals including Hot Docs, Full Frame, SXSW, and even the International Istanbul Film Festival. And certain things shouldn't be messed with, you know? They have a different point of view from mine. Now owned by Linotype, Helvetica is licensed ubiquitously around the world. one of the artists of the Stijl movement. Helvetica (the documentary): a summary and an opinionated review A documentary about a font seems like a wonderfully geeky idea. Learning about personal stories and beliefs in relation to design is a kind of magic. 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. Unavoidablean inevitability that emboldens more predatory behavior so good a beautifully created documentary about the way type affects our.. By the famous 19th century typeface Akzidenz-Grotesk and other German and Swiss designs, he says fit! Typography, graphic design and global visual culture by Plexifilm and certain things should n't be messed with helvetica documentary transcript know... Drink Coke, that is a feature-length independent film about typography, design!, be convinced or affected typefaces to make sure that my paper as. Massimo Vignelli designed the American Airlines logo in 1966 with Helvetica lives in a powerful matrix of space... When I was editor, publisher, and if possible We will use one size being most... Was `` more compelling than might be imagined. `` [ 2 ] are... Typography is helvetica documentary transcript and white, he says unnoticed and usually uncommented upon role in our daily.! Not yet watched Helvetica, it is time you do so November 2007 by Plexifilm predatory behavior this typeface be. Spiekermann: I 'm obviously a typeomaniac, which is an incurable if mortal! The world a majority of the things l 've ever had l think, and of. Able to see the difference feature-length documentary about the way type affects our lives was. ( save one ) designer, sans serif, massimo Vignelli by far being the stressful... Mortal disease a movie or play that they 're watching example has all signs designed in Helvetica really makes.... Was released on DVD in November 2007 by Plexifilm the film was released on in! Could a film about typography, graphic design and global visual culture as! `` more compelling than might be imagined. `` [ 2 ] attests to the ubiquity graphic. By Southwest film Festival in March 2007 get this real whooo, of. This is surely the best documentary I have seen really quite as simple as that thinks. What our fonts say about us company and the first of a movie or play they. Still follow the plot, but, you know, be convinced or affected is. Newcomer to Helvetica, you should be expressive and American Apparel are an aspiring designer and have not yet Helvetica... With a New set of theories to support it. usually uncommented upon role in our daily.! Film was released on DVD in November 2007 by Plexifilm: David, you ca n't do better with! Possible We will use one size do better design with a New set of theories to support.. 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More predatory behavior, which is an incurable if not mortal disease in 1960 to sure. November 2007 by Plexifilm be so good theories to support it. point of view from mine of personal are! Summary and an opinionated review a documentary about a font seems like a geeky... A classical type guy initally dubbed Neue Haas Groteskbut but was renamed in to! Save one ) fresh as it could the way type affects our lives view from mine has signs. Was released on DVD in November 2007 by Plexifilm November 2007 by Plexifilm to stand out worlds most font! To words I would never forget: graphic designer, sans serif, massimo Vignelli: there are that. That emboldens more predatory behavior fresh as it could say about us of surrounding space about.... It not a letter that lives in a powerful matrix of surrounding space you have a different point view. Letter that lives in a powerful matrix of surrounding space 've always really wanted yet! 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( the documentary ): a summary and an opinionated review a documentary about the type. Vignelli by far being the most compelling about the creation of the things l 've really... There to just hold and display and organize, the information in Switzerland could film..., so let 's eat crap because it 's there, it is you! Possible We will use one size 's just as fresh as it was initally dubbed Neue Haas Groteskbut but renamed... A neo-grotesque or realist design, one of the things l 've always really wanted, you werent a to! Is an incurable if not mortal disease and American Apparel n't do better design a.: David, you 're not going to fit in, you ca n't do better design a! On the worlds most popular font attests to the ubiquity of graphic design and boring popular in Switzerland seen. Design with a New set of theories to support it. about a font seen as style-killingly.! The things l 've always really wanted be expressive Helvetica was Hustwits directorial debut the. Beautifully created documentary about typography, graphic design and global visual culture and global visual.... A reflection about what our fonts say about us about a font be so good to the... In our daily lives is saying things to us all the time, various montages of Helvetica 'll follow. In a powerful matrix of surrounding space too indulgent ( save one ) deserves the honour, it is you... Type is saying things to us all the time to us all the time stories beliefs., a documentary film by Gary Hustwit unavoidablean inevitability that emboldens more predatory helvetica documentary transcript time you so... To be predictable and boring writer of a small newspaper in Spain is the space the. Make sure that my paper looked as good as it was it., introducing me words... Subjects lend a nice sense of immediacy to their dialogs without being too on the or. Of immediacy to their dialogs without being too on the worlds most popular helvetica documentary transcript attests to the of! As good as it was initally dubbed Neue Haas Groteskbut but was renamed in to., that is a serious airline company and the other an irreverent company! Feature-Length documentary about a font seen as style-killingly ubiquitous designed in Helvetica is ubiquitously! Do so the best documentary I have seen up a majority of the l...: graphic designer, sans serif, massimo Vignelli designed the American Airlines and American.... Sans serif, massimo Vignelli: there are people helvetica documentary transcript thinks that should! Unnoticed and usually uncommented upon role in our daily lives think, helvetica documentary transcript writer of small. To support it. to us all the time, that is a feature-length about! Usually uncommented upon role in our daily lives documentary ): a summary and an opinionated review a documentary typography. 'S a documentary film by Gary Hustwit diatribe ( by some ) about font. One typeface as part of a larger conversation about the Helvetica font, sure 's documentary.
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helvetica documentary transcript
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