helvetica movie notes

Movie Notes - Helvetica

Helvetica used in:
• Brand names (American Airlines, IBM, Met life, greyhound, deBijenkorf, Sears, Jeep, BMW, Toyota, McLare, Aprilia, Kawasaki, Target, Tupperware, Nestle, verizon, conEdison, Lufthansa, Muko, Energizer,Saad, Oral-B, The North Face, Fendi, Staples, Fifa, Adidas etc.) loads of car brands, because it is clean
• Informative signs
• Street signs
• Logos

It is:
• Simple
• Neutral
• Easy on the eye
• It is sans serif, has no serif
• Letters have uniformity
• Perfect spacing
Modernist font – represents modern ideas of space, movement, timing, relaxed, but it is sans serif and easy on the eye.
Bad because Ubiquities (everywhere)
• It is everywhere
• Boring
• Too simple
• Perfect
Represents government identities (because it makes you feel safe)
Corporal
Means it is institutional
Its modern in and out. Retro modern

Creating a Font

• first design the h.
• It has a straight line and the semi-circle, then the o and p are very simple to do. When those are there, you have n, u, p, d, b,
• Continue writing words which create the rest of the letters
• who structure is based on the horizontal slicing of of terminals.
• Nothing cut of at an angle, only complete horizontal
• designer cant improve helvetica.

Other than being authoria, beaurocratic, and epressiam, using helvetica they seem, excesable, transparent, and accountable.

Font gives a corportion a tone... fancy font, fancy company, excesable font, makes it excesable company.

Real typeface = needs rythm and contrast... helvetica has neither

Arial is a copy of Helvetia

Helvetica:
needs lots of space around it
tired to make every letter look the same which is very bad.

Typeface is part of branding, branding is projecting quality

Counter culture movement 1940-1960 act of rebellion who were the founders modernists ; rise of the flower power movement, cutting edge (cutting into the skin), this combined brings the counter culture movement

as a result people wrote back by hand to show that this is better than helvetica.

What you write should speak to the writer and he should be able to understand it. On the other hand, putting something crap into the a illegible font, makes it at least look interesting. When you have a great but too short article make it a hard to read font so the people have to read it very often.

Modernism and post modernism was the difference between objective and subjective.

modernism:

• functionalism
• utilitavianism
  
• objectivist
  
• more simple
• clean

Post-Modernism:

• subjectivist (100 different fonts for everything you do. It should match the text)
• more free form
• more chaotic
• complicated
  

Key to modernism:

• objectivism
  
• subversive - something running against the norm
  
• clean
  

Grunge period: late 90's.