Helvetica is typeface that we see around us more than any other. Many designers have described it as hard to evaluate, referring to it as 'air' - it is just 'there'. In the 1950's Helvetica was part of a development in graphic design, based around idealism with strong influences from the Swiss style. Helvetica is a rational typeface, and these rational typefaces need to be two things - intelligible and legible.
Helvetica is clear, readable and straightforward. It is known for its horizontal terminals - the letters appear to be 'sliced off' in a clean, crisp and refreshing way. Designers often say Helvetica is hard to improve, describing it as 'exactly right'.
Helvetica came as a breath of fresh air after the fancy, frilly ads of the 50s - gone was the handwritten, script based style type, instead replaced by a neutral and efficient typeface that was straight to the point and incredibly powerful.
Companies such as the EPA use Helvetica, which is down to it's accessibility, transparency and accountability. Designers like the idea that the typeface itself shares the same ideals as their company.
It has been said that Helvetica uses the perfect balance of push and pull, creating a harmony and smoothness that almost makes it relatable to us as humans.
There is an argument that Helvetica is the typeface of capitalism - it is everywhere we go, on everything we see, helps to advertise and sell products etc.. but others argue that it is actually the typeface of socialism - it is important within our community, it is integrated within our social lives, it has almost become a part of us.
The most important thing about Helvetica is that it is still fresh over 50 years since its creation - it is still widely used and highly regarded within the world of graphic design. Anyone in the world, even someone who isn't a designer could use Helvetica in the right way and still produce a very successful piece of work.
10 key features of Helvetica:
- Simple
- Clean
- Powerful
- Balance
- Neutral
- Efficient
- Accessible
- Refreshing
- Crisp
- Clear
Panasonic logo:
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Panasonic is a multinational electronics manufacturer. Their logo simply features the name of the brand in Helvetica. The use of a capital 'P' gives the brand a sense of importance and instantly draws the eye in. Tight kerning is used but the letters are not touching, which helps keep the brand name legible and intelligible. The dark blue colour is very appropriate for this specific company as it represents a sense of the modern world and technology and almost has connotations of electricity. This helps keep the logo engaging without being too 'in your face' as such. I think the logo communicates the brand as a no-nonsense, efficient electrical company that is simple yet very accessible.
American Airlines logo:
American Airlines has recently rebranded itself and now uses a variation of Frutiger as its typeface. Before this, American Airlines had the same logo for over 40 years, designed by Massimo Vignelli, using Helvetica. The use of Helvetica in this context gives the brand an almost regal feel - combined with the imagery above, you get the impression that this is a high-end, luxury airline company with a history. The fairly tight kerning used keeps the name legible whilst also very structured. There is no space between the two words but this is kept intelligible by the difference in colour - the red and blue separates the type up and helps us distinguish between the two words. The colours used are that of the American flag, which helps keep the brand connected to its roots and main focus - being American.
Both words are capitalised, which emphasises a power that the company has and gives it a luxury, professional appearance. The logo communicates the brand as crisp and clear company that has is of high importance.
Oral-B logo:
Oral-B is a company that sells oral hygiene products. The oblique/italic style of Helvetica gives the logo a sense of movement - this implies the company is dynamic and could also be reminiscent of the act of brushing your teeth. The kerning is mixed between letters as there is a ligature between the 'r' and the 'a' yet the other letters are not touching. The hyphen is also touching the 'B', and again this puts an emphasis on movement and makes the logo less rigid and stationary.
The uppercase letters used imply the company's importance and responsibility as a healthcare product. Similarly, the colours used reinforce this. The particular shade of blue used is very commonly associated with healthcare and medical practice, and this reassures the consumer that this is a trustworthy brand.
Fendi logo:
Fendi is an Italian luxury fashion company. The use of uppercase for the entire logo immediately gives the brand a sense of luxury and importance. The kerning is neither tight nor lose, which makes the logo appear very structured and stable, again highlighting its importance as a brand. The fact that no colours are used makes the company appear very straightforward and crisp - no frills, ornamentals or fancy colours are needed to make you pay attention to or respect the brand. The rotated 'F's add an extra aesthetic element and also act as a logo alongside the name of the company, making the brand more recognisable. There is a balance between the kerning of the letters and the capitalisation, creating a simple yet efficient visual. The typeface used helps communicate the brand in a luxurious way and gives it that sense of power and importance.
fig1.
