By Chlotrudis Independent Film Society
Rating: 4 cats
Director: Gary Hustwit
Country: united_kingdom
Year: 2007
Running time: 80
IMDB: http://www.imdb.com/title/tt0847817/
Bruce says: “In 1957 Edward Alfred Hoffman invented a new typeface. Originally called Neue Haas Grotesk it is now the most ubiquitous of all typefaces, known throughout the world at Helvetica. Post-war European design in the 1950’s was centered on ‘redesign as social responsibility,’ not an entirely unsurprising point of view in the wake of the vast destruction in many countries during the war years. On the surface it seems that a new typeface would have no place in such a philosophical arena. As one designer explains it, ‘The Swiss pay more attention to background, holes and spaces.’ Whether or not you happen to adhere to such sweeping statements or take the opposite point of view because you find the predictability of Helvetica boring, this film has plenty to hold your attention. HELVETICA explores the phenomenal success of Hoffmann’s invention and taps critical opinions both pro and con.
“Some think Helvetica is the typeface of capitalism. That statement is all but irrefutable when one sees dozens of Helvetica corporate logos streaming across the screen: American Airlines, Crate and Barrel, Coke, Con Edison, Energizer, Greyhound, Met Life, Oral B, J. C. Penny, Sears, Staples, the State of New York, Target, Toyota, Tupperware, United Airlines, the U. S. Postal Service and Verizon. Other designers wax eloquent about Helvetica’s elegance, ‘its perfect balance of push and pull.’
“For counterbalance, Gary Hustwit rounds up more than a few detractors. Some say Helvetica has proven the law of diminishing returns. In an age where conformity is king, designers gravitate towards sameness, finding safety and comfort. Another designer claims that ‘all the letters look the same…like an army.’ Helvetica is even equated with the evils of globalization. In spite of its proliferation today Helvetica did not meet with meteoric success. In the 60’s designers such as David Olson became famous for mixing typefaces. He confesses to being an untrained professional. ‘I didn’t know what rules to break.’ Needless to say, Olson is not a Helvetica fan.
“Hustwit has made a film that informs the viewer on a subject most of us take for granted. It is fascinating to see so many people impassioned by that which most of the world gives little or no thought.
“Don’t go looking for Helvetica on your computer. Computer software companies don’t like paying royalties. This review is typed in Ariel – Microsoft’s Helvetica knock-off. 4 cats”
Michael says: “It’s rather amusing the varied reactions you get from different people when you tell them you’re watching a documentary about a type-font. Some people get it immediately, while others ask for clarification because they’re not sure they heard you correctly. Garry Hustwit’s feature documentary debut tackles what is arguably the most widely-used font today, and certainly the most ubiquitous. Developed in Switzerland in 1957, Hustwit made HELVETICA to celebrate the font’s 50th anniversary. This simple, highly-readable, sans-serif font was the first major break from the look and style of 19th Century fonts, lending a more neutral feel to the printed word, which is something the international graphic design world at the time felt was very important. Today, with helvetica splashed over corporate and governmental signage across the globe, there are decidedly mixed feelings toward it. Of course, that is one of the revelations of this delightfully humorous film: people feel very strongly about their fonts.
“HELVETICA is about more than a font. Through its examination of the font, the film looks at graphic design at a broader level and how it impacts and shapes cultural history. Hustwit uses interviews with graphic designers all over the world, interspersing the clips with dozens of signs, posters, magazines, notices, and other images depicting various fonts and graphic design choices. There is a bit of a chronology here, as Hustwit follows the evolution of graphic design since helvetica’s development in the 50’s.
“HELVETICA was screened at last year’s SXSW Film Festival to much acclaim, then inked a direct-to-dvd deal. Fortunately the film enjoyed a theatrical run in NYC thus making it eligible for Chlotrudis consideration. HELVETICA is currently available on DVD. 4 cats”