Film Review: Helvetica

helvetica noun

1. a typeface in which characters have no serifs [syn: sans serif]

For me, Ray Gun magazine (1992-2000) was an addiction. Through its experimentation with typographic design, this alternative music publication wasn’t always readable, but I loved its individual, frenzied, abstract style. It was a magazine that flew in the face of the employment of monotonal types like the omnipresent helvetica that millions of people see and use everyday. I’m sure you’ve seen it a couple of times today already: on the subway, on a restaurant menu, and in those cheeky American Apparel ads.

The documentary Helvetica dissects the visual world through the history of this pervasive font. Directed by Gary Hustwit, the film studies the proliferation of the Helvetica typeface (which celebrated its 50th birthday this year) in a discursive manner. Hustwit examines typography, graphic design, and illustration culture as part of a larger conversation about the manner in which graphic design and type affect our lives.

The film features interviews with numerous design icons who consider the prospect of helvetica playing a major role in the apparent globalization of our visual culture. David Carson, the former graphic designer of Ray Gun who currently helms dcd studio, feels that typography should be expressive. However Massimo Vignelli, who has designed corporate identity programs for American Airlines, Bloomingdales, Knoll, and Xerox (among others) feels that typeface design should be legible—that its not about the notes, but the space in between. Vignelli believes typeface should be legible and discharges those who, “feel that when they write dog it should bark.” Information architect Erik Spiekermann calls himself a typomaniac and indicts helvetica as, “a ubiquitous default, its air, you have to breathe so you have to use it.” The thing that makes helvetica unique is that the font invites open interpretation and can wear any association attached to it—similar to the manner in which a mannequin dons a new dress.

Helvetica
2007, UK, 80 minutes
Produced and Directed by Gary Hustwit
Swiss Dots, in association with Veer
High-Definition Digital Video