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| Film: Helvetica * Official Site | On DVD: Nov. 20, 2007 |
| Runtime: 80 minutes | Directed by: Gary Hustwit |
| MPAA Rating: Not Rated |  Gecko Rating: |
I now know pretty much everything I need to know about Helvetica. The humble typeface graces everything from Coca-Cola ads to American Airlines planes to Run DMC album covers. And though it fell out of favor at one point in typeface history, it now reigns supreme once again.
Why? Because, as the experts in this documentary tell us, it’s clear, concise, easy to read, and works well in any instance needing a typeface.
Read more…
Director Gary Hustwit interviewed a wide assortment of people, from the folks at the Haas Type Foundry in Switzerland (where Max Miedinger created Helvetica) to a graphic designer who collects street signs featuring, you guessed it, Helvetica type. Some of these experts clearly have a love affair with Helvetica — ok, maybe a borderline fetish.
For a word nerd like myself, this documentary is a fascinating look into the origins and uses of Helvetica. It’s been around since 1957, and really came into favor during the 1960′s, when the guys you see on Mad Men gave extreme makeovers to corporations everywhere.
Clean, straightforward Helvetica started replacing the smiling cartoon people who graced advertisements prior to that, complete with wedding-style typefaces. A horrible disgrace, claimed one graphic designer, who likened the old-fashioned ads to dirty water in need of some serious clean-up. Thank god for Helvetica.
But after it was used for 20 years or so, Helvetica fell out of favor and was replaced with cluttered, mushy fonts. Now it’s back in favor. As one expert said, there’s really nothing new to be had in the typeface industry. Helvetica will likely just keep cycling in and out, but nowhere else will you find its clean lines.
I love the opening scene, which features a man setting up an old-fashioned proof press with lead type. The industry was much more hands-on at the time, but not nearly as efficient since the advent of computers.
Just a few things put me into the 3.5 out of 5 geckos range. For one thing, I wonder if the Haas Type Foundry gets any kickbacks every time Helvetica is used. Were they paid, for instance, when Helvetica was added to Microsoft Word programs? Also, the film seems a little long. Towards the end, it feels like the experts are repeating what others have already said.
That said, though, this is a fun, interesting look into the typeface that we now see everywhere in the world. It’s especially fun if you’re a word nerd like me.
Watch the trailer:
Images: Helvetica, Veer, 2007
