Helvetica left little room for questioning, it is what is it. Everyone is able to understand and read the font as it is so clear. This might be why when a company uses Helvetica it gets stamped with preconceptions of being a trustworthy and legitimate company, thus increasing the popularity of the font amongst businesses and large organisations. On the flip side of this, the then overuse of Helvetica amongst companies that wanted to seem transparent and trustworthy designers and people interested in type may view Helvetica as becoming capitalist. Using it's strengths as a font to manipulate those involved with the company/organisation.
Helvetica was an initially innovative and new way of modernising a piece of graphic design, however it has allowed people to be passive with design, it became the go-to for as it spoke for itself. An up and coming business might be wanting a logo or posters or ads designing for their business, and instead of designing something new they would instantly use Helvetica as the default.
But of the now normality of Helvetica, some designers felt the need to test the lengths of the font, and maybe design new way of using a now common but beautifully designed font.
Experimental Jetset, a design company specialising in poster design, use only Helvetica, but rearranged and edited to stand out from the ordinary use of the font. This is where I believe Helvetica is going, it won't become outdated as designers are going to develop new ways of using the font, allowing it to have something to say as well as being able to say nothing at all. Most designers in the Helvetica documentary describe the font as being the spaces between the letters, encapsulating the shapes - a way to make the letters look uniform by focusing on negative space elements, such as counters, and building the letter around this shape. This may be a way or reviewing the font, and allowing it to have more interesting elements in it rawest form.
Experimental Jetset, a design company specialising in poster design, use only Helvetica, but rearranged and edited to stand out from the ordinary use of the font. This is where I believe Helvetica is going, it won't become outdated as designers are going to develop new ways of using the font, allowing it to have something to say as well as being able to say nothing at all. Most designers in the Helvetica documentary describe the font as being the spaces between the letters, encapsulating the shapes - a way to make the letters look uniform by focusing on negative space elements, such as counters, and building the letter around this shape. This may be a way or reviewing the font, and allowing it to have more interesting elements in it rawest form.
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