Movie Notes

Helvetica used in brand names LOGO (typeface is a part of branding, branding is projecting a quality)
Used in street signs
Readability
Simple
Uniformity
Spacing more important the font itself
Modern sans serif
Overused/Ubiquitous/White Noise
Negative qualities- too corporate, too institutional

CREATING A FONT-
Hop hnu pqd
Build on letters by making words
Horizontal slicing off of the terminals (aspect of helvitica)
Metlife, Greyhound, de Bijenkorf, SEARS, Jeep, BMW, Toyota, aprilia, Kawasaki, Target, Nestle, Verizon, MUJI, Energiser, JCPenney, Staples.
Coca-cola rebranded itself with Coke using Helvetica.
Helvetica gives a sense of transparency.
Rather than being authoritarian bureaucratic and oppressive they seem more accessible, transparent, and accountable.
Fonts give a tone
A real type face needs rhythm and contrast (Helvetica has neither)
Arial is a clone of Helvetica. Times new roman is a serif
Helvetica needs too much white space and the letters look all the same.

AVANT GARDE
Counter culture movement of 1960s is act of rebellion from the children of the modernists. Movement back to hand drawn fonts.
Modernism: Functionalism, Utilitarianism, Objectivist, Simple, Clean, its really Subversive.
Post Modern: Subjectivist, Free form, Chaotic, Complicated
Michael C Place- build new modernist