Neue Haas Grotesk

As a central component of a creative design process, typography is intended to communicate a certain tone, mood and an over all message of a brand. In this field of design typography has had a radical shift after the global digitalization. In addition, with this new digital era and the exploitation of design and modern typefaces designers are able to find visual solutions that meet the need of their clients. 

After watching the Helvetica documentary it became clearer how this contemporary font has had a cultural impact since its release in 1957. Helvetica has been the visual identity for many corporations, fashion brands and organizations because of its neutral characteristic. Before Helvetica became an international typeface decorative fonts with characters and bold colors were dominating the advertising market.

Helvetica responded to a demand that was obviously needed, but had yet not been met. It was a new font that helped designers visually reinvent their designing process. However, certain designers have described Helvetica as a safe choice and not a challenging one. For example, I personally like to design with typefaces that are simple and straightforward. A typeface that also sets the tone for personal aesthetic. Therefore, it is vital as designers we learn to separate our personal taste with the message that a brand wants to convey, but concurently maintain our signature style as creatives.

ual_collateral_02

UAL’s new logo in Helvetica 

 

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