After watching the Helvetica documentary I have a newfound appreciation for typefaces and the way they impact design and consumers, depending on its use. When Helvetica was introduced it was a breath of fresh air on the graphic design scene, coming out of the 50s with recognisable tacky designs, businesses were in need of something more versatile and professional. Helvetica was a neutral and well balanced typeface that aided sleek and straight forward design for advertisements, a notable example in the documentary was that of Coca-Cola. The old advertisement was busy and more focused on image and story rather than the product, the second advert was very blunt “drink coke” with a much more dialled back design and emphasis on the actual product. The Helvetica aided this by not taking away from the product or drawing attention, instead it confidently backed up the statement “Drink Coke” making it memorable and stand out.

While Helvetica inspired the new move towards modern sleek design it also erupted change within the industry creating a divide almost. Some associated the typeface with capitalism and conformity, the font was used  everywhere and some designers rebelled against the very supposed foundations of design. This led to highly experimental typography and design which was not well received by lovers of Helvetica. Helvetica is seen as the ultimate and classic typeface, to stray and distort this was possibly construed as insulting to those who spent such long careers in the industry.

Personally I really enjoyed the experimental typography shown in the documentary, it catches my eye more than traditional sleek styles would. There was more meaning behind the work and a message that was less easily conveyed, they broke the rules of design and created work they wanted with a purpose. The idea of graphic design as a visual language was the same they just changed the communication style, it was less simple and straightforward instead of focusing on functionality of the texts and images, they focused on the aesthetics. I didn’t expect a typeface to be so controversial, for me it really highlights the diversity in art and the importance to follow your own creative instincts as there will always be contrary thoughts to your own. It really helped me put into perspective the different focuses of graphic design, how important the basics of image and text are,  while you can use them in different ways they will always be vital to the final product. Type has usually came secondary to me but i will give it more thought and appreciation especially when choosing the typeface as it can have such an impact on how the design is read by viewers and myself with such a little change.