Name 10 places where you see Helvetica in the
movie.
- Store logo, social media
sites, subway, target, American airline, staples, sears, jeep, bmw
How would you describe Helvetica?
-It
helped shed decorative logos and presents a unified front for corporations of
all sizes in the most serious of manners
Life as a designer…
- is life of fight
Massimo compares typography to music. What is the distinction of both.
-Graphic form and musical form have a common denominator:
rhythm and emphasis, harmony and contrast. They are fundamental to both, and
the discovery of these basic principles and their application to the design of
printed matter is the object of this volume of ‘A Typographic Quest.'”
What can Helvetica be used for?
Used
to spell out major brand identities (Nestlé, Lufthansa), shop names (American
Apparel), public signage (the New York subway system was an early adopter),
tech companies (Microsoft, Intel, Apple)
Helvetica is called a rational type-face- why?
Because Helvetica is one of the most popular
typefaces being used today
What is typography?
The style and appearance of printed matter
List some [3-5] negative points about Helvetica as commented in the
film.
-Since the
typeface had to make significant design compromises to keep up with moving
technology. So like for sloppy family expansion, an adjustment of stroke
weights for the linotype machine
-Choosing
Helvetica has as much meaning and carries as many connotations as choosing any
other typeface.
-The main argument of using Helvetica is that
it's "neutral."
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