Helvetica (film, 2007)

Designed in 1957 Switzerland, Helvetica was created to be neutral, to not give or have any meaning in itself, based on the idea that type itself should give no meaning, the concept of the text should be communicated through the actual text and not the typeface.

Helvetica invites an open interpretation, Wim Crouwel defines it as being “clear, readable and straight forward”, Massimo Vignelli describes the typeface as being “a beautiful timeless thing that shouldn’t be messed with” however, Vignellis belief that “type shouldn’t be expressive at all” suggests why Helvetica, a typeface which has become a brand in itself, is seen by some as a brand of conformity, one which Carson believes crosses the “very thin line between simple, clean and powerful and simple, clean and boring”.

·         Open interpretation

·         Clear

·         Straight forward

·         Timeless

·         Conformity

·         Simple

·         Clean

·         Boring

·         Transparent

·         Neutral

Helvetica is suitable for signage where legibility is key, this is evident due to the variety of brands which use Helvetica in their corporate identities. 

The American Airlines logo designed by Massimo Vignelli uses a red and blue toned colour scheme, reflecting the tones of the American flag. Tight kerning has been used by Vignelli making American Airlines in to one word, but separating it through the use of colour rather than space. The logo communicates cleanliness, simplicity, and a straight forward approach, which all adhere to Vignellis belief that a typeface should be just a type face. It was a logical, arguably safe approach to design which resulted in a logo that was used for 45 years.  

The skype logo uses the Helvetica Rounded Bold font, kerning is used to connect each of the individual characters to one another, this ligature has been created perhaps to mimic the fact that the skype applications main function is to connect people. The modified glyphs of the font don’t communicate the timeless, clean and conforming nature of the Helvetica typeface, rather it communicates a more playful message, the logo looks more approachable, less vague and corporate; all of which are positives for a communication application. The sky blue bubble the logo is enclosed within again communicates a playful message. 

The red and white contrasting toned staples logo uses very tight kerning, with a very uniform and structured layout to perhaps suggest how they provide reliable, trustworthy office stationary; whereas the slight tilt of the logo type provides a contemporary twist to demonstrate how they are up to date with their stock and will provide the latest supplies. The L of the logo type has been manipulated to create resemblance to a paper clip; making a link to the type of products they supply as a brand.