Since starting Modest Messages a year and a half ago I have become fascinated with the use of Helvetica. I have dedicated several graphic design t shirts, pinback buttons and other accessories to designs involving the use of Helvetica. For years now I have had a huge crush on Helvetica. And recently it has become an all out obsession.
Jeep Logo - Helvetica Typeface
It is well known that Helvetica is the typeface that people either love or hate. When it comes to the opinions of designers all over the globe, there is no gray area for the use of Helvetica. But what I have noticed since my obsession began is how Helvetica is being used in everyday marketing, design and branding campaigns as a smooth and simple typeface that allows for maximum readability and impact. Below is a small list of companies I found who use Helvetica as the typeface for their logo and may also use it in other parts of their overall branding image.
- Crate&Barrel
- Target
- BMW
- Jeep
- Toyota
- American Apparel
- American Airlines
- Intel
This list represents many dominating and globally recognized companies that use Helvetica as a major contributor to their overall branding image. Although each company may have their respective ideas for using Helvetica, I believe their use of this clean and simple typeface boils down to a few key points:
- Wide range of weights (light to heavy, extended to condensed).
- Legibility (for all print, web and interactive uses)
- Clean and simple appearance
- Emotional response by the global public
As you can see Helvetica is being used by a wide variety of companies in their branding strategies. From logos and catalogs to websites and multimedia productions, Helvetica has made a strong case for itself as a clean, simple and well organized typeface that can be used in a wide variety of designs and brands. Love it or hate it, Helvetica has made quite a name for itself and I for one am still head over heels.
September 10, 2009 at 9:26 am
Hi! I was surfing and found your blog post… nice! I love your blog. :) Cheers! Sandra. R.