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Helvetica Helvetica By: Brittanie N Garamond & Garamond Today & Helvetica Helvetica By: Brittanie N. White GRD 3000: Intro to Typography Today, Helvetica and Garamond can Gregg Bernstein be found in more places than just your average text book and graphic design class. Advertisers have been using these typefaces and their revisions in logos, on billboards and in ad-campaigns for years. You’d be surprised how many times you’ve read a magazine or walked in a store and read a heading, and sim- ply not realized you were staring at Garamond’s letterforms convey a sense RI ÁXLGLW\DQGFRQVLVWHQF\6RPHXQLTXH characteristics in his letters are the small Helvetica or Garamond. bowl of the a and the small eye of the e. Long extenders and top serifs have a downward slope. A direct relationship between Garamond’s letterforms and contemporary type can be found in the While the more current versions of Roman versions of the typefaces Adobe *DUDPRQG*UDQMRQ6DERQDQG6WHPSHO the typefaces are used today, such as Fig 1-8 The Tiffany and Co. Logo which utilizes the Garamond #3 Garamond. Adobe Garamond Pro and ITC Gara- version of the Garamond typeface. mond for Garamond and Helvetica Neue and Helvetica World for Helvetica, they are everywhere. Helvetica is so popular Garamond it has inspired paraphernalia and has a A little about Garamond IXOOOHQJWK¿OPGRFXPHQWLQJLWVLQFHS- Garamond is the name given to a group of old-style serif typefaces named for the tion and it’s impact on the typography punch-cutter Claude Garamond. Most of the Garamond faces are more closely related to the work of a later punch- world as we know it today. cutter, Jean Jannon. 2 Originally called Neue Haas Grotesk, its design was based on Schelter-Grotesk and Haas’ Normal Grotesk. The aim of the new design was to create a neutral typeface that had great clarity, no intrinsic mean- ing in its form, and could be used on a wide variety of signage. In 1960, Fig 1-6 (above) One version of the American the typeface’s name was changed by Haas’ German parent company Airlines logo. An example of the ever-popular Stempel to Helvetica (derived from Fig 1-9 (left) The Abercrombie & Fitch logo Confoederatio Helvetica, the Latin Helvetica typeface. name for Switzerland) in order to and Fig 1-10 (right) The American Eagle make it more marketable internation- Fig 1-7 (left) The Crate and Barrel logo. ally. 2XW¿WWHUVORJR Two clothing stores that A home furnishing store that utilizes the use the Adobe Garamond Pro version of the Helvetica typeface in their advertising scheme. Garamond typeface. 10 Garamond & Helvetica - Typeface Comparisons 11 Helvetica A Little History on Helvetica Typography Booklet ~ Helvetica & Garamond Helvetica was developed in 1957 by Max Miedinger with Eduard Hoffmann at the Haas’sche Schrift- (Pages 10-11, Title Page, Page 2, Page 6) giesserei (Haas type foundry) of Münchenstein, Switzerland. Haas set out to design a new sans-serif typeface that could compete with the successful Akzidenz-Grotesk in the Swiss market. 6.
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