Helvetica Notes

• The Helvetica font is used in Brand names and logos.
• Its simple and easy on the eye
• Its neutral
• San serif
• Perfect spacing. Spacing is more important than the actual font.
• Modernist font that represents modernist ideas.
• Overused
• Ubiquitous (its everywhere)
• Gets boring and not cool. Too perfect, too good, not interesting enough.
• Represents large institutes and cooperation’s.
• New things are cool.
• Modern is becoming retro
• Horizontal slicing off of terminals
• Firm and strong font.
• Lots of car brand use Helvetica because it is clean and clear.
• Helvetica cleaned up company brochures and the look of the company.
• Other than being authoritarian.
• Feel accessible after Helvetica font.
• Font gives the company tone and character.
• Real fonts should have rhythm, contrast and comes from handwriting. This guy said that Helvetica has neither.
• Arial is a clone of Helvetica
• Needs a lot of space around it. Designer tried to make all the letters look the same.
• Typeface is a part of branding and branding is the projecting of qualities.
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