![]() (Feel free to grab a magnifying glass.) Those are called serifs. ![]() Observe the fancy little dangly bits off the top and bottom of letters such as: You need only imagine a STOP sign that utilizes the heavy-metal typefaces favored by bands Dokken or Krokus to realize that clear, clean and direct typography can save lives, or at the very least prevent drivers from prolonged bouts of confused squinting.Īnd so, before delving into the historical and sociological aspects of Helvetica, let us start by thinking small for a minute, and focus on the i Typography is not simply a frou-frou debate over aesthetics orchestrated by a hidden coterie of graphic-design nerds. But it isn’t only what is being said, but how these messages are being delivered. We are told to pull or push doors, keep clear of fire exits, use caution with automatic doors, and Eat at Joe’s. Typography is considered an invisible art, and Helvetica’s ubiquity makes it even easier for it to disappear into the background, overshadowed by the meaning of the words it makes visible.ĭespite warnings that reading is a dying hobby, we are confronted with an astonishing number of written imperatives each day. (And, perhaps more importantly, don’t stop reading this essay.) Helvetica’s lack of name-brand recognition is not your fault. If, by now, you are scratching your head, mumbling about how you thought Helvetica was supposed to be opening for The Killers, don’t feel bad. And be sure to sip some VitaminWater, shop at American Apparel, and memorialize it all with your Olympus camera (powered with Energizer batteries), since all of these products boast Neue Haas Grotesk, as Helvetica was originally named. Once in Manhattan, don’t forget to take a ride on the subway system, whose signage utilizes – you guessed it. Those looking to save money might consider renting a Toyota from National, or taking a Greyhound or Amtrak to New York (all of the aforementioned companies use Helvetica in their logos). Of course, I don’t need to tell you to fly American Airlines to get there (their fuselage bears the grand imprint of Helvetica, as does and Lufthansa). If you’re seeking some suggestions for celebrating Helvetica’s 50th birthday, might I recommend a trip to New York’s Museum of Modern Art, which is presenting an exhibition devoted to the typeface? To mark the occasion, the MOMA acquired an original set of 36-point lead Helvetica letterforms.
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