Helvetica. The Brand.

Having a graphic design background I fully understand the importance of type. I have taken a couple of typography classes and never really understood type, as been a brand until I watch Helvetica: A documentary film by Gary Hustwit.

I want to go into advertising and brand management after I graduate so I enjoyed how the movie showed the history of the font and then showed the two different opinions of the font. Some designers loved Helvetica because of its simplicity and other designers hate itbecause they think it is to plain.

Helvetica is a font that is used by many companies. Companies such as Target, BMW, Nestle, American Airlines, Kawasaki, Toyota and Staples… and this is just a few of the companies that use the font in there logo.

This is why I love Helvetica. I think it embodies the worlds of design, advertising, psychology, and communication. The font is quite neutral and could be used on a wide variety of ways. After the film it makes me takes a second look at the thousands of words I see every day.

There are no wiggly bits at the end of the letters. It has smooth, clean lines, and an unobtrusive geometry that almost suggests it was designed not to stand out. It sends the message of seriousness and security. So the next time you are walking down the street see how many signs you see using the font.