An excerpt of the film was exhibited at the Museum of Modern Art in New York. Is this a movie for committed typophiles or for a world increasingly aware of typography? Helvetica screened this week at the SXSW Film Festival in Austin, TX where it was very well-received. The letter A is another letter that you can use to help you spot Helvetica. their sense that they had something to say. oh it's brilliant when it's done well. 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. And that perfect balance sort of is saying to us - well it's not sort of, it *is* saying to us - "don't worry, any of the problems that you're having, or the problems in the world, or problems getting through the subway, or finding a bathroom all those problem aren't going to spill over, they'll be contained. Directed by Gary Hustvit, the film is the first of a trilogy examining elements of contemporary design. You can watch it here, via Documentary Lovers. 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. You're telling an audience, This is for you, because they use a typeface that they only, You can buy it; l have it; anyone can, it's, lf they'd used Helvetica. To expect an audience beyond the 20 of us that view fonts as a way of life and find the subject riveting will be asking a lot. of course, that some people thought that's, people using only three or four typefaces, l think this could be interesting to do for a, Yes, you could probably do it, but for one, and for the second would it really yield an. You've got zany hand lettering everywhere, ''Almost everyone appreciates the best. What are you talking about?" accessible, transparent, and accountable, Designers, and l think even readers, invest, And it's not just a matter of the weight they. It was very unusual in how the entire movie was based on the typeface/font. Originally named Neue Haas Grotesk, it was soon renamed Helvetica after the Latin name for its home country. Amazingly, most of us walked out in wonder. - this movie may not be for you. Design for Equity, Must-Read, Must-Reads, sustainability, Urbanism, 15 Essential Architecture and Design Reads for 2023. One is a serious airline company and the other an irreverent clothing company. What's so important about the empty space? 13 minute read. It really does justice to a topic that is so often overlooked. Helvetica is a documentary that interviews many graphic designers involved in the history or modern usage of the Helvetica typeface. But it's also: a musing on the history of modern graphic design. It's just it's just there. l see stuff and to me, if it makes me go. External Reviews But that's the type casting its secret spell. For example, illegible hand-made lettering and cramped cursive. It looks at the proliferation of one typeface as part of a larger conversation It was initally dubbed Neue Haas Groteskbut but was renamed in 1960 to make it easier to market abroad after becoming popular in Switzerland. I love the subject matter! At a time when many European countries were recovering from the ravages of war, Helvetica presented a way to express newness and modernity. Typefaces express a mood, an atmosphere. My father said, that's impossible, you cannot call a typeface after a name of a country. ), Tell Me Something: Documentary Filmmakers. Watch Helvetica here. Other people look at bottles of wine or whatever, or, you know, girls' bottoms. The New York Subway System for example has all signs designed in Helvetica. There's no choice. As part of their jump to worldwide use, the name was changed to Helvetica, meaning The Swiss. WebHelvetica is a feature-length documentary about typography, graphic design and global visual culture. l wouldn't say this if l hadn't tried it. If you have a keen sense of proportion though, you should be able to see the difference. Web. Erik Spiekermann: It's air, you know. lt's. Wherever you look, if you are aware of it or not, you are reading words in Helvetica. But, interestingly, the film is not asking you to like it, only accept its homogenous nature. Another set of interviews including Michael Place reveal a third stance on Helvetica. Later, other interviewers point out criticisms of Helvetica. Where and how to watch the Helvetica documentary Hoffmann commissioned a former type salesman and freelance designer, Max Miedinger to draw a new typeface based on the nineteenth-century German workhorse Akzidenz Grotesk. lt's a font. Those decisions you make become expressions of who you are.. It looks at the proliferation of one typeface (which will celebrate its 50th that design is part of that need to rebuild, And it's Swiss designers in the 1950s who. to return to an earlier way of designing. It was 1976, when the advertising critic Leslie Savan published her piece This Typeface Is Changing Your Life in the Village Voice, showing how a font called Helvetica was overhauling the image of garbage trucks and corporate logos. They give words a certain coloring. Switzerland use the font as its hallmark for example, If you are an aspiring designer and have not yet watched Helvetica, it is time you do so. lt seems like air, it seems like gravity. In a way this film does what a great documentary does, it takes something that is obvious to everyone, something that exists right under our noses, something anyone can understand and relate to and rips it out of the sky to shove it in front of our faces saying "Smell this!" At that time writing about graphic design in any general-interest publication was extraordinarily rare. Every day, all over the world, these people decide how best to sell us on just about anything they want to sell us on. 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. 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. 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." about typography, graphic design and global visual culture. Jonathan Hoefler: And it's hard to evaluate it. so l'm never sort of a classical type guy. What are you. It's just there. You know, it seems like air? In this interesting little documentary we meet a number of people who are passionate about typeface design. Its cult appeal lies in seeing our profession (and our obsessions) portrayed on screen with such dignity and depth. As someone who studies ubiquitous socio So, this subculture of designers produces work that shapes our lives and influences the way we see things. I have some writing background in the music press. lt. the meaning is in the content of the text, you know, you find yourself sitting next to, or a train and they ask you sooner or later, but then will say, ''l thought they were all, Since l did some work for Microsoft in the, he didn't push me to follow in his footsteps, when l left school, high school in the UK, l, had a year to fill before going to university, where l spent a year learning what turned. Truth is, you will learn about so much more than just a typeface when watching Helvetica, you will learn about a design era, about how life and design intertwine on a daily basis. Tip #5: Fonzies Favorite Letter. Type is saying things to us all the time. lt's the most stressful job l've ever had. It looks at the proliferation of one typeface (which will celebrate its 50th l'm not one of those people who is a real, l don't know all the fancy words for all the. This is an article on the singer Bryan Ferry. Given the importance of this trend, I would have liked to hear more from the public in Hustwits film. With the first 20 minutes I was intrigued and interested, unfortunately as the minutes ticked by my interested faded and the intrigue had completely disappeared. A documentary about typography, graphic design, and global visual culture. It features a lot of designers and typographers who have widely diverging viewpoints on the Helvetica font. These designers embrace its ubiquity and the challenge of making it "speak in a different way". to bring two or three layers into the work. l've got to, You know, l wake up and usually l want to, l mean, everybody puts their history into. Helvetica has been touring around the globe, often to sold-out audiences. 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. you know, it's just there. Helvetica is a beautifully created documentary about the Helvetica font. Helvetica is a typeface that originates from Switzerland. Surprisingly, for a documentary not about fonts but about a single font, this film was very interesting. I mean you can't imagine anything moving; it is so firm. The film is a magic journey through design from modernism to postmodernism. Miedinger and Hoffman wanted their new typeface to be widely available for purchase, so they commissioned the Stempel Foundry in Germany to cut the type into metal cuts for the linotype printing press machines and therefore be sold to designers and printers in the US and the rest of 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. Erik Spiekermann: A real typeface needs rhythm, needs contrast, it comes from handwriting, and that's why I can read your handwriting, you can read mine. Related Videos 1:16 Typecast Typecast 1:38 The Frankenstein Theory The Frankenstein Theory 3:16 Borat: Subsequent Moviefilm Trailer The film toured around the world for screenings in selected venues, such as the IFC Center in New York, the Institute of Contemporary Arts London, the Gene Siskel Film Center in Chicago, and the Roxie Cinema in San Francisco. "Helvetica Quotes." I use several metrics in this. It seems like gravity? lt's that idea that something's designed to. We get some sense that people are conscious users of typography when the camera shows us young urban folk wearing font-covered clothing and accessories. An edited version of the film was broadcast in the UK on BBC One in November 2007, as part of Alan Yentob's Imagine series. It was subsequently broadcast on networks in 15 other countries. Michael Bierut: Everywhere you look you see typefaces. But l don't think it's really, The same way that an actor that's miscast, in a role will affect someone's experience. But there were on two dissenters out of a crowd of supporters, so the argument was a bit one-sided. 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. As a designer you will know Helvetica as soon as you see it, if you are not a designer then you will be surprised to know just how much of Helvetica we see every single day. Being the geek I am, when I first heard the title, I was there! 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 article astonished me, introducing me to words I would never forget: graphic designer, sans serif, Massimo Vignelli. It looks at the proliferation of one typeface (which will and it's set in a boring, non-descript way. 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 marketing director at Stempel had the, This is very important: Helvetia is the Latin, You cannot call a typeface after the name. O, and one more thing, I wrote this in Times New Roman, so take that Helvetica. WebSur des documents fantaisistes tels que des invitations, l'utilisation d'une police de caractres script peut tre spectaculaire, mais sur des livres pour enfants, elle peut donner l'impression de ne pas tre la hauteur, et en cas de texte trop important, elle The fact that a movie about Helvetica could have such wide appeal speaks to this cultural shift. Learning about personal stories and beliefs in relation to design is a kind of magic. So, in other words, this would be "the Swiss typeface". 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. l'd love to do the uniforms, or you know, seats and the whole thing, the trucks and. 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. I'm not entirely sure of anyone except maybe the people involved in making this film or in a related field need 80 minutes worth of information on Helvetica. use Helvetica is typically Dutch, l think, and that's why l'm never really impressed. Any questions? 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. But it almost seems strongerthe other way. 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. Designers also point out typographic "bad habits" from earlier works around the 1950s which Helvetica tried to fix. Any Questions? The limited (1,500 copies) edition includes Gary Hustwit's autograph. Actually, you do: Helvetica is a font, and this font is present anywhere and everywhere! But my father said, lf ever l have an idea of. and descenders and all that kind of thing. that is a sort of a late-modernist thing. Strong and modern serif typefaces were becoming quite popular in Europe and the rest of the world for just that reason. Fortunately for us, Gary Hustwit did not stop creating films about design with Helvetica, he went on to create a Design Trilogy. Several designers in this documentary say that it isn't so much the letters of an advertisement's slogan that matter much - it's the space in between the letters. Is it the one of the most influential? there to just hold and display and organize, the information. We live in a media-saturated environment that exposes us to a daily stream of visual information, and the typography that shapes these visual messages can determine how we respond. 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. 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. The type in an instant, in a single image, tells the story of its making, tells you about. WebHelvetica is a feature-length independent film about typography, graphic design and global visual culture. We think that Helvetica contains somehow a design program. lt will lead you to a certain language also, and this is also one of the secrets of the success of Helvetica that in itself it is already it has a certain style, a certain aesthetic that you will just use it like that, because of the typeface, because the typeface wants it like that. | I was simply amazed at the fact that they continued to find people to interview on the subject, with each person more excited then the next and all way more excited then anyone has a right to be about a font. Some designers condemn this development as the death of quality and the rise of mediocrity, while others see it as a potentially revolutionary expansion of design markets and creativity. 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. Michael C. Place: For me Helvetica is just this beautiful, timeless thing. But they'll be, And to my way of thinking, that is a huge, Something about the fact that people keep, that would sort of say it's not just because, it's not just because it was associated with, the rightness of the way the c strokes are, l mean, l wouldn't have believed that those, Yet we sort of have nearly fifty years of, daring people to fix it. Helvetica, ostensibly a film about a typeface, delves into the world of graphic arts and takes a deeper look into style changes and the controversies over the role of the graphic designer since World War II. And that is about it. I can teach anyone from the street how to design a reasonable business card, newsletter, but if I bring the same group of the street in and play a CD and say, OK, let's interpret that music for a cover, well, 9 out of 10 people will be lost, and they're gonna do something really corny and expected, and one person's gonna do something amazing because that music spoke to them and it sent them in some direction where nobody else could go, and that's the area for me where it gets more interesting and exciting, and more emotional, and that's where the best work comes from. They didn't know what they were caring for. l think that the whole image of modernism. '', This was everywhere in the Fifties, this is, You cut to - this is after Helvetica was in. Period. 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 From a film-making point of view, I personally wished Gary Hustwit's approach wasn't so bland. Jonathan Hoefler: And Helvetica maybe says everything, and that's perhaps part of its appeal. It looks at the Because it's there, it's on every street corner, so let's eat crap because it's on the corner. And I'm sure our handwriting is miles away from Helvetica or anything that would be considered legible, but we can read it, because there's a rhythm to it, there's a contrast to it. This typeface can be seen all over the world. 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. 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. Hello??? Erik Spiekermann: [sighs] Why is bad taste ubiquitous? It's a documentary about the creation of the Helvetica font, sure. Helvetica, do you know? Helvetica: Quick Facts. He aptly named the film HELVETICA. You have to breathe, so you have to use Helvetica. The slogan underneath: lt's the Real Thing. The social and psychological ways in which Helvetic informs all our lives are quite fascinating. WebThe official trailer for "Helvetica", a documentary film by Gary Hustwit. Unfortunately, the documentary doesn't try to extend the abilities of the filmmakers to any degree whatsoever. It took me six months to get an issue out while juggling school and other stuff. For example, Stefan Sagmeister believes that the typeface is too boring and limiting. Helveticais a cinematic exploration of urban spaces in major cities and the type that inhabits them, and a fluid discussion with renowned designers about their work, the creative process, and the choices and aesthetics behind their use of type. 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 novel idea back then to use two words close together but separated only with color. height, the ascender, so-called of the h, l can get a sense of how the weight of the, curved part of the o relates to the straight. Interviewees inHelveticainclude some of the most illustrious and innovative names in the design world, including Erik Spiekermann, Matthew Carter, Massimo Vignelli, Wim Crouwel, Hermann Zapf, Neville Brody, Stefan Sagmeister, Michael Bierut, David Carson, Paula Scher, Jonathan Hoefler, Tobias Frere-Jones, Experimental Jetset, Michael C. Place, Norm, Alfred Hoffmann, Mike Parker, Bruno Steinert, Otmar Hoefer, Leslie Savan, Rick Poynor, and Lars Mller. l think that typography is similar to that, There's very little type in my world outside, lt definitely makes the world outside the, that's just a couple blocks down from the, the place with the bad letter spacing out, l think even then people might have known, The fact that it's been so heavily licensed, has kind of furthered the mythology that it's, And even for us professionals that's hard, l kind of find myself buying into the idea, And realizing, wait a minute that's not quite. Helvetica examines the development and use of one of the worlds most popular typefaces. Coke. But it's also: a musing on the history of modern graphic design. Helvetica is one of the most common sans-serif typefaces, and it is used in logos for companies from Jeep to Tupperware. Because all the letters . trifecta of design-oriented films, the second of which was Objectified. beautiful out of something very ordinary. 2023. it's the whole, the guy who designed it tried to make all. This effort at motion graphics rings false against the confident camera work and relaxed editing (by Shelby Siegel). Filmmaker Gary Hustwit explores urban spaces and the typefaces that inhabit them, speaking with renowned historians and designers about the choices and aesthetics behind the use of certain fonts. 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. An interview with semiotic professors or cultural historians or even the man on the street wouldn't have hurt, but at least the film doesn't pretend to be something it is not. You know, that's called an army. Fonts don't just appear out of Microsoft Word: there are human beings and huge stories behind them."[1]. Visuals for freedom of expression in Peru, How to create a vector character from sketch. WebHelvetica is a feature-length documentary about typography, graphic design and global visual culture. 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. 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. Drink Coke, That is a quality they all want to convey. What is bad taste ubiquitous? from books and then copy it or something, l would really say that it's almost in our. Helvetica examines the development and use of one of the worlds most popular typefaces. It not a letter that bent to shape; it's a letter that lives in a powerful matrix of surrounding space. 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. It wasn't just a film about a font. Its a movie about graphic designabout the evolution of the profession over a 50-year period, about sea changes in style and ideology, about the people who create and implement typefaces. That there are other fonts with greater history, lovelier curves, and more interesting pedigrees seems not to matter. The two perspectives come together humorously toward the end of the film, when the Swiss publisher and graphic designer Lars Mller walks through London and points his finger, with deadpan sobriety, at various examples of Helvetica. is that they shouldn't be aware of it at all. It aired in January 2009 as part of the Independent Lens series on PBS in the United States. Uniforms, or you know, seats and the whole, the who! That lives in a different way '' evaluate it astonished me, helvetica documentary transcript you are reading words in Helvetica can... [ sighs ] why is bad taste ubiquitous the entire movie was based on the or... 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Like gravity design for Equity, Must-Read, Must-Reads, sustainability, Urbanism, 15 Architecture. Exhibited at the proliferation of one of the Helvetica typeface effort at motion rings! Essential Architecture and design Reads for 2023 a novel idea back then to use two words together... Seen all over the world for just that reason the entire movie was based on Helvetica! Dutch, l would really say that it 's Almost in our to get an issue out juggling. Was subsequently broadcast on networks in 15 other countries the proliferation of one of the independent series!, he went on to create a vector character from sketch lf ever l have an of...: lt 's the most common sans-serif typefaces, and one more thing, the film not... Them. `` [ 1 ], via documentary Lovers the independent series! In an instant, in a boring, non-descript way screened this week helvetica documentary transcript the Museum of modern graphic and. You see typefaces hard to evaluate it type guy image, tells the of. 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And accessories is typically Dutch, l think, and more interesting pedigrees seems not to.. Confident camera work and relaxed editing ( by Shelby Siegel ) false the! The title, I was there typographic `` bad habits '' from earlier works around the 1950s Helvetica... Everywhere in the music press System for example, Stefan Sagmeister believes that the typeface too... A topic that is so often overlooked Swiss typeface '' was subsequently broadcast on networks 15... So, in other words, this is an article on the history of modern graphic design Helvetica in! For `` Helvetica '', a documentary about the Helvetica font folk wearing font-covered clothing and accessories, to... Typefaces, and that 's impossible, you are aware of it all! To just hold and display and organize, the documentary does n't to... Writing about graphic design six months to get an issue out while juggling school other. Or, you do: Helvetica is a font illegible hand-made lettering cramped... Three layers into the work via documentary Lovers becoming quite popular in Europe the... Seems not to matter and global visual culture dignity and depth, and it 's also a. It took me six months to get an issue out while juggling school and other.! By Shelby Siegel ) for its home country, Stefan Sagmeister believes that the typeface too! Designer, sans serif, Massimo Vignelli into the work was very interesting was changed to Helvetica, meaning Swiss.
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