The marketing director at Stemple had the idea to change the name, because Neue Haas...
Something wrong with the clip?
Quote
Bruno Steinert:
The marketing director at Stemple had the idea to change the name, because Neue Haas Grotesk didn't sound like very good for a typeface that was intended to be sold in the United States.
Alfred Hoffmann:
Stemple suggested the name of Helvetia, this is very important. Helvetia is the Latin name of Switzerland. My father said, that's impossible, you cannot call a typeface after a name of a country. So, he said, why don't we call it Helve-ti-ca. So, in other words, this would be "the Swiss typeface". And they agreed.
The marketing director at Stemple had the idea to change the name, because Neue Haas Grotesk didn't sound like very good for a typeface that was intended to be sold in the United States.
Alfred Hoffmann:
Stemple suggested the name of Helvetia, this is very important. Helvetia is the Latin name of Switzerland. My father said, that's impossible, you cannot call a typeface after a name of a country. So, he said, why don't we call it Helve-ti-ca. So, in other words, this would be "the Swiss typeface". And they agreed.
Transcript
00:00:01.000 --> 00:00:05.628
The marketing director at Stempel had the idea to give it a better name
00:00:05.963 --> 00:00:12.427
because Neue Haas Grotesk didn't sound very good for a
00:00:12.595 --> 00:00:17.348
typeface that was intended to be sold in the United States
00:00:17.349 --> 00:00:24.023
Stempel suggested the name of Helvetia
00:00:24.231 --> 00:00:29.903
This is very important Helvetia is the Latin name of Switzerland
00:00:30.613 --> 00:00:33.406
My father said That's impossible
00:00:33.407 --> 00:00:40.497
You cannot call a typeface after the name of a country
00:00:41.373 --> 00:00:46.294
So he said why don't you call it Helvetica
00:00:46.712 --> 00:00:51.003
So in other words this would be the Swiss typeface
00:00:51.001 --> 00:00:53.343
And they agreed
Clip duration: 54 seconds
Views: 99
Timestamp in movie: 00h 23m 15s
Uploaded: 23 November, 2022
Genres: documentary
Summary: A documentary about typography, graphic design, and global visual culture.
Comments
00:30 Helvetica has almost like a perfect balance of push and pull...
00:26 A real typeface needs rhythm needs contrast it comes from...
00:10 There's a very thin line between simple and clean and...
00:14 You can say l love you in Helvetica
00:07 You care about the clothing you're wearing as an...
00:18 Maybe the feeling you have when you see a particular...
00:05 And Helvetica maybe says everything
00:08 You know it's just there There's no choice
00:14 And l think l'm right calling Helvetica the perfume of...
00:11 Don't confuse legibility with communication
00:22 L'm obviously a typomaniac which is an incurable if not...
00:06 But always along the lines of the grid
00:10 There are people that think that type should be expressive
00:11 The meaning is in the content of the text not in the...
00:54 When you talk about the design of Haas Neue Grotesk or...
00:56 The sort of classical modernist line on
00:08 L'm very much a word person
00:04 L mean everybody puts their history into their work
00:07 You are always child of your time and you cannot step out of...
00:58 L had no formal training in the field