Helvetica

By watching the Helvetica documentary my aims will be to see how graphic designers use the typeface, their opinions of it and how it is used in the modern world. Through doing this I will be able to gather a clear understanding of the typeface and why it has become so universally successful.

Key points from Helvetica

• "typeface portrays moods, colours and feelings''
• Massimo Vignelli says Helvetica is a timeless typeface that shouldn't be messed with or manipulated in any way.
• "Spacing between and behind letters is what gives it most importance''
• ''American Airlines have used Helvetica for more than 40 years without re-branding"says Vignelli.
• Helvetica was seen as a revolutionary typeface after world war 2 because it replaced the early 50's styles that where used frequently in advertisement.
• Helvetica was created in the Haas Type Foundry in 1957 in Munchenstein, Switzerland.
• Helvetica means "The Swiss Typeface"
• Theres a sense of neutralness in the typeface which makes it so unique, as well as a look of transparency, comfortability and efficiency.
• "Theres a perfect balance between push and pull with Helvetica"
• When using typeface you shouldn't confuse legibility with communication.
• The idea about Helvetica becoming a univeral typeface has benefits and negatives as it develops over time.

Logo types that use Helvetica

American Airlines

American Apparel

Target

Energizer

Oral B

American Airlines

When looking at the old typeface for American Airlines my first reaction was to think about why the company chose to use the colours they have in this design. Personally, the colours in this logotype make me think about the American flag and the similarities they have. Another thing that I think about is how the colours seem almost like opposites of one another, which could symbolise the movement of going from one place to another. This would be appropriate for a company such as this because it is promoting airline travel.

After American airlines came out of bankruptcy the best idea was to rebrand the company so that it was almost as if it had created a new company after beginning a new start. 

 When comparing the two logotypes we can see that the biggest difference is the eagle logo has been dramatically changed and situated at the end of the type rather than above it. In terms of the type itself, there is a clear distinction between the kerning used in the old logotype and the kerning used in the new logotype. The old logotype preferred the use of close kerning where as the new logotype has used more evenly situated letters which to me makes the text look more uniform. I think the designers reason for this would be because the text in the new design has become the focus point of the design unlike the old logo which focused on the 'AA' and the eagle symbol. The text used in the old logo also looks as though it has been placed according to the size of the logo above it, making it the second most important part of the design to me.

Energizer

My first impression when looking at the logotype for Energizer was that the Helvetica typeface has been used in Italics which instantly gave me the impression the designer was trying to mimic movements. It also made me think about the advertisements for Energizer that are shown on TV, which promote the company as having the longest lasting batteries and as an outstanding seller in the market. This reflects the use of italics, which are used to make text 'stand out'. In terms of the colour used in the Energizer logotype, the designer has limited these to just four colours. The use of the black background with white text allows the logo to be used on a range of surfaces, whether it be the batteries themselves or an advertising billboard. The red and yellow stripe under the text almost acts as a baseline for the text to flow across. Using italics above this red and yellow line makes the text look as though it is conveying quick movements from one point to another. If I didn't know the brand I would probably guess that it was advertising an energy drink or some form of electrical appliance because of the similarities the logotype has with these types of companies, all of which illustrate movement and 'high energy performance'.

Oral-B

When looking at the Oral-B logotypes we can see that the text used within the design hasn't been changed and the colour has also stayed the same. By keeping this form, the designer has been able to maintain its recognition as a leading brand in the dental health market place. In terms of the colours that have been used in both the designs I feel they reflect an image of cleanliness, hygiene and brightness, all of which are appropriate for a company that is primarily promoting these features. Having used white above a blue background the logotype is able to reflect the image of clean teeth and toothpaste. Similar to this many other brands use similar colour schemes to reflect the ideas of cleanliness, including the toothpaste itself which tends to use the colours blue, red and white.