8/7/2019 week 05_helvetica lab

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Dorothy Schwankl

4 February 2010

HelveticaDirected and produced by Gary Hustwit, 2007

Is it "informational" or "promotional"?

The documentary is informational in that it provided positive and negative opinions of the typeface.

While some designers glorify Helvetica for taking on different personalities, others claim that it is a

ubiquitous default that lacks personality and has become routine to its detriment.

Who is the primary audience it aimed at?

I think that the documentary is aimed at an audience that has an interest in typography, but does

not already have a thorough knowledge of it. The documentary provides a lot of visual imagery to

keep the audience interested and does not spend an extended period of time with any of the

people interviewed. In this way I think that is accessible to a very wide array of people.

What is the relevance of it to specific areas/topics of our course?

It brings up important issues about text spacing and variety within one typeface. It shows how one

typeface can have numerous personalities depending on how it is deployed. Also, it demonstrated

how font choices are important for setting the tone of a piece.

According to the film, how does type affects our lives?

Type is everywhere, but you do not necessary notice it unless there is something off-putting about

it. Type commands us to do things, directs our travel, and provides identity to products,

businesses, and ideas.