It's always changing. Time is changing. The appreciation of typefaces is changing very much. Why you grab a certain typeface for a certain job has a different meaning than we grabbed a typeface in the 50s, for the same job. It's, it's it's, you're always a child of your time and you cannot step out of that. >> What we have is a climate now in which the very idea of visual communication and graphic design, if we still want to call it that, is accepted by many more people.
They get it, they understand it. They're starting to see graphic communication as an expression of their own identity. And the classic case of this is the social networking programs such as MySpace where you can customize your profile. You can change the background. You can put pictures in. You can change the typeface to anything you want. And those choices, those decisions you make become expressions of who you are.
You, you start to care about it in the way that you care about the clothing you're wearing as an expression of who you are or your haircut or whatever, or how you decorate your apartment. All of those things, you know, we, we accept the idea of identity being expressed in that way, through these consumer choices. Well, now it's happening in the sphere of visual communication. And there's no reason, as the tools become ever more sophisticated, why this just won't go on developing and developing and developing.
The documentary explores urban spaces in major cities and the type that inhabits them, and offers a fluid discussion with renowned designers about their work, the creative process, and the choices and aesthetics behind their use of type. Helvetica encompasses the worlds of design, advertising, psychology, and communication, and invites us to take a second look at the thousands of words we see every day. Interviewees in Helvetica include some of the most illustrious and innovative names in the design world, including Erik Spiekermann, Matthew Carter, Massimo Vignelli, Wim Crouwel, Hermann Zapf, Neville Brody, Stefan Sagmeister, Michael Bierut, David Carson, Paula Scher, Jonathan Hoefler, Tobias Frere-Jones, Experimental Jetset, Michael C. Place, Norm, Alfred Hoffmann, Mike Parker, Bruno Steinert, Otmar Hoefer, Leslie Savan, Rick Poynor, Lars Müller, and many more.
Make sure to watch the bonus features included in the Extras chapter for more insights from these designers.