Whereas immersing yourself in the slightly arcane world of typography is completely delightful. This is a film which makes you look at the world about you in a completely different way. Unless you're the sort of person who obsesses about fonts you probably aren't conscious of the ubiquity of Helvetica. It is the film's task to make you see how widely-used is the type, and explain why this is the case.
Eduard Hoffman and Max Miedinger consciously designed Helvetica in 1957 to be a modern typeface. It is sans serif, with special attention given to the space around the letter. Each letter has a uniformity. It is clear, simple and straightforward. It is a typeface which is ideal for signage, corporate logos and general usage.
Helvetica has been almost ridiculously successful. The film is stuffed full of different usages of the typeface. Corporate logos, concert flyers, t-shirt slogans, posters, shop fronts, road signs and vehicle labels. The rest of the film features a number of designers talking passionately for or against Helvetica. These contributions are nicely judged: everybody cares deeply about typography but demonstrates an awareness that this might make them seem slightly unhinged.
It is just a joy to listen to articulate intelligent people talk about a topic with passion and humour. Michael Beirut has a fantastic riff on the parlous state of fifties advertising with its jumble of typefaces (especially "nuptial") scripts, goofy logos and lots! of! exclamation! marks! Jonathan Hoefler, pondering the difficulty of evaluating Helvetica, says it's like having an opinion about off-white paint. Inevitably the people who are against Helvetica have the best lines. Erik Spiekermann says he hates Helvetica because it doesn't break any rules, despite the fact that he's German and he likes rules. Paula Scher started designing in the seventies and regarded liking Helvetica in the same league as supporting the Vietnam war. "And the current war?" prompts the interviewer. "Helvetica caused the Iraq war!" she laughs.
Stefan Sagmeister rails against the corporate brochure whose front page consists of lots of white space, with six lines of Helvetica-set text, a small quirky logo in the bottom right hand corner and a picture of a business man. It says "Don't read me. I will bore the shit out of you." I have a lot of sympathy for this view. (Disclosure: LCMG is a company which specifies Helvetica for its corporate publications).
My favourite anecdote came from David Carson, of Raygun magazine. He describes how he was faced with laying out an excruciatingly banal interview with Bryan Ferry. He went through hundreds of fonts trying to find the ideal one to express his feelings for this interview. Finally, at the end of the alphabet, up came Zapf Wingding. Perfect. He showed us the double page spread. A photo of Ferry and - apart from the singer's name in the title - all the text was set in the wingding font. He said we could highlight all the text and convert it to another font - Helvetica? - but we shouldn't bother: it's not worth reading.
As IT people we use fonts all the time: in GUI boilerplate, in documentation, in PowerPoint slides. How often do we actively consider which font to use instead of just accepting the defaults? Well, I expect most of us like to use a mono-spaced font such as Courier when we are programming or including code samples in documents. But beyond that IT is a dreary world of Arial and Times New Roman. Helvetica is a film which tries to communicate why that is a bad thing, why typeface matters and why we should take the time to choose the right one for the task.
Last word. Most of the designers had computers on their desks. Every single desktop or laptop - regardless of whether its owner loved Helvetica's clean simplicity or loathed its corporate conformity - was the same brand. You know which one. I just hope Steve Jobs coughed up some sponds for all that product placement.