Notes on Fonts

Helvetica is used for:

1.   corporate names

2.   logos

3.   informative signs

Helvetica is used in the McDonalds, IBM, Fendi and many other famous brand.

Helvetica is:

·      easy on the eyes.

·      Simple

·      Sans serif

·      Perfect spacing

 

Helvetica is modernous font which represents modern movement.

Helvetica is ubiquitous and is used too much. Therefore it is not cool since it is too simple and is nor perfect.  

Helvetica is used for corporations and is therefore corporative and is institutional. Therefore it is a negative quality of this font.

Creating a Font

To create a font, you have to start creating letters with a straight line and a curve (i.e a ‘h’). Then you start creating an ‘o’ and then a ‘p’. Once you have letters, you can build words with them. This is a very important step in creating a font.

Horizontal slicing off of terminals.

Car brands use Helvetica in their logo. (Toyota, BMW, Jeep, Kawasaki, Saab)

They are authoritarian, bureaucratic, and oppressive, they can be more accessible, transparent and accountable.  Font gives a corporation a corporative tone. Using Helvetica, it makes the corporation looks more accessible.

A real typeface needs rhythm and contrast. Helvetica has neither rhythm nor contrast.

Helvetica needs a lot of space around it. All the letters look the same.

Typeface is a part of branding. When choosing a typeface, you are branding. Branding is projecting of qualities.