You Had Me At Helvetica

Created in the 1960s as a response to the current typography in the world of design. Helvetica represented modernism. It was clean, efficient, and created a sense of idealism. It was a rational typeface that could be applied to everything. This font is seen more often than any other font. I had not fully realized how much Helvetica seeps into every aspect of our daily lives, but it’s like air, it’s just there!

Helvetica is the perfume of the city. It’s just something we don’t notice usually, but would miss very much if it wasn’t there.
—Lars Müller

This film taught me that the characteristics of a typeface can hold so much emotion and information that is completely subliminal to the viewer. It has the power to communicate to a specific audience depending on its anatomy and aesthetic quality.

A logo that keeps coming to mind that uses a typeface I really like is the the signage for The Grow Op, a smoothie and health food store that just recently opened up on Ossington street. It’s located close to my house so I walk by it very often; every time I do it always catches my attention.


What I like about their logo is that it feels like it has a lot of movement, there’s a handmade quality to it that I find appealing. It makes me think of a brush stroke or graffiti/ street art. It’s playful, yet still clean and simple.

A typeface I tend to use often is Avenir. It’s a geometric sans-serif font created in Germany in 1988 by Adrian Frutiger. I feel like it’s a lot like Helvetica but with a little more style to it. It’s a versatile typeface that could be used in many different things. It could work well as a headline, or also used smaller in the body of something.



After analyzing the different ways type can evoke an emotional response, It’s made me realize the important role it plays on visual communication, and how it impacts design.  I love finding inspiration in new places! I feel like I’ve gained a heightened awareness to the different typefaces used in the visual information I interact with everyday, and finding myself noticing all these small details that I’ve never really noticed before.