Helvetica documentary (2007)
It was designed in 1957 by Eduard Hoffman after WW2, there was a feeling of idealism , design was used to rebuild, designers felt a sense of social responsibility.
Ubiquitous
Helvetica is a ubiquitous typeface used for many purposes, it fits anything and good for everything. Many brands have adopted the font for their logos over the years caring greatly from fashion brands like urban outfitters and american apparel to panasonic, and government schemes like the space shuttle. In later years the typeface was criticised as being too safe and it was too confirmative. it was thought of as a visual disease because it was being too widely used.
Universal
Helvetica has been used for almost everything it is very universal. Massimo Vignelli used to it to design the New York subway as well as American Airlines. He used helvetica for these logos as it is universally recognised clear and classic. American airlines was the only airline not to be rebranded for most of the 20th century, this shows that the logo worked. The NYC subway also is still current today as the font is neutral and universally recognised.
Neutral
Vignelli states that type does not need to be expressive because the words used tell the story. Helvetica was a big step from 19th century fonts because it was neutral. Swiss designed, it is a rational typeface which was a visual expression of the modern world at the time it was created. it is clear readable and straight forward. Neville Brody stated that "if you bought a product with helvetica as the logo its like buying a pair of jeans from gap, you won't stand out, it would be reliable and safe." People say that Helvetica is the typeface of capitalism but lars muller prefers to think of out as the typeface of socialism. The most important part of typography is the white space behind it.
Idealistic
Helvetica marks the shift to a modern way of designing. Many people believe that helvetica can't possibly be improved so it is the image of ideals. Wim Crouwel uses grids to create order and helvetica fits into this perfect design idea.
Modern
Helvetica was different to anything seen before it and kickstarted a visual disease of the overuse of the font. The font is now more than 50 years old and is sill as cutting edge as it was back in the 50s. One the years helvetica induced the change of may forms of design fro corporate branding, to advertising. it was open to interpretation.
American Airlines
I think that Massimo Vignelli chose to use Helvetica for the logotype of american airlines because it is universal font.
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