Logos

Reinventing and creating logos...

Albert Einstein

Tim Burton

Lucas Films

Nicola Tesla

Landscape with the Fall of Icarus Project

This project challenged us to create our own font. We had to read a poem, Landscape with the Fall of Icarus, and pick a word to create a font for. I chose two words: "Wing's wax".

Magazine Webpage v2

Magazine Webpages

Clean Version

Original Magazine Cover

Two further revisions

The greatest criticism I had was for my image on growing. One of the greatest complaints was the confusion on what the word was. My teammates said that they were inclined to look at the largest letter first and then continue reading from there. What they read from my previous image was: 'gniworg'. My immediate response to solving this problem was to inverse the word order:

Another complaint was on how simplistic it was. Too much negative space along with too much structure made it less like the plant I wanted it to represent. I discarded the plant idea but still wanted to give it substance and life. Substance was done by giving it a shadow as though it wasn't just a flat thing on piece of paper and to also make it pop. The second step in giving it life was to make it look like it was moving.

Principles of Design

Helvetica

One becomes jaded towards visual stimulates when growing up in a big city surrounded by billboards and advertisements. The nature of graphics has always been a given; something that will always be there like air and gravity. It is simply just there. There was nothing special about them to me; they were part of the background where the styles of the words were simply tools to capture one’s attention. Little did I know, there is a deep science behind the creation and usage of a typeface. The documentary Helvetica opened my eyes to it. It provided great insight upon the creation of, the philosophy behind and the reactions people had regarding one specific typeface…Helvetica.

Neue Haas Grotesk, Helvetica’s original name, was created in 1957 by Swiss typographers at the Haas Foundry for the purpose of being a rational typeface that can be used for anything and everything. It was made to be the typeface of the modern world. Great care was taken to create the font where a lot of time was spent balancing the relationship between the negative and positive spaces of the letters to create a push and pull. Fast forward to modern times, Helvetica is definitely seen adorning nearly every logo all over the world due to its clarity and legibility. 

Many experts and graphic designers agreed to the notion that type is something that will always be there and be everywhere. For some, Helvetica is a ‘timeless thing that shouldn’t be messed with’. This is because those who like this font feel that Helvetica can be used to write everything because it can express nearly every sort of feeling. It has a pull on people where it is a ‘mark of membership’ where one is part of modern society, shares similar ideals and is not dangerous. It is as though all your problems will be contained and go away. Helvetica tells us what is acceptable in society due to its usage in government signs and facilities.

 For others it is a method of ‘putting wires into people’s heads’ to reach them and send a message. Those words never ring truer. As the documentary continues several designers begin to view it as lifeless and boring or as a font steeped in corruption and bloodshed.  One designer featured in this film has felt that Helvetica has lost its luster for it has been used too much and people don’t notice it at all. He feels that a typeface should effect how one will feel. Another designer dislikes Helvetica because he feels that typeface needs rhythm and contrast in order to be truly legible due to its individuality. To another designer, fonts prompt people in a subliminal way; Helvetica is safe and will always fit in but other fonts will convey different notions. Helvetica is boring.

Designers believe that a change is necessary to create something fresh and alive. Rules were tossed aside and designers went back to the past methods. Some designers have completely abolished their usage of Helvetica. One specific designer in this film illustrated her own typefaces in order to create personality. It had a spirit that can convey all sorts of moods. Several designers took Helvetica and, in a sense, reinvented it with experimentation in order to elicit an emotional response. They used illustrations, colors and space in conjunction with words in the Helvetica type.

In the end, all designers agree that Helvetica will probably always be here with us. As one designer stated: we will always be a child of our time and we cannot step out of it. It has stood the test of time and will be remembered for years to come. Helvetica is available for everyone to use especially now in this digital age. Tools are available for everyone who aspires to design; all one needs is the eye and the inspiration to create the perfect design.