Švajcarska u fokusu / switzerland In focus
SWISS MADE
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HELVETIKA HELVETICA
G roblje je jedno od retkih mesta na koja ovaj font nije uspeo da se infiltrira, što je dosta čudno, s obzirom na to koliko je univerzalan. Ipak, izgleda da je za to još rano. Oblikujući vizuelni identitet brendova kao što su Nestle, Lufthansa, American Apparel, Mi - crosoft, Intel, Apple , njujorški metro, helvetika je prilično živa u našoj svakodnevici. Zbog svoje kompaktnosti, funkcionalnosti i prepoznatljivosti, ovaj font ima kultni status među grafičkim dizajnerima, dobio je brojne nagrade, o njemu je snimljen i film, a kreira- li su ga 1957. Maks Medinger i Eduard Hofman. Prvobitno su ga nazvali “Die Neue Haas Gro- tesk”, ali 1960. preimenovan je zbog internaci- onalne “karijere”. I to ne bilo kako – Helvetica na latinskom znači, naravno, Švajcarska. Tako je rođen još jedan švajcarski brend koji je po- korio svet. Cemeteries are among the few places this font hasn’t managed to infiltrate, which is quite pe- culiar, considering the extent of its universality. It seems, however, as though it’s still too early for that. With its shaping of the visual identities of such brands as Nestlé, Lufthansa, American Apparel, Microsoft, Intel, Apple and the New York City Subway, Helvetica is pretty present in our everyday lives. Thanks to its compactness, functionality and recognisability, this font has earned cult sta- tus among graphic designers, received numer- ous awards and even been the topic of a film, and it was created in 1957 by Max Miedinger and Eduard Hoffmann. They originally called it “Die Neue Haas Grotesk”, but it was renamed in 1960, due to its international “career”. And it wasn’t given any old name – Helvetica in Lat- in, of course, means Switzerland. And thus, an- other Swiss brand was born that conquered the world.
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Tekst / Words: Jelena Pantović Fotografije / Photography: Profimedia.rs
DOBRODOŠLI U HAJDILEND WELCOME TO HEIDILAND
Tekst / Words: Jelena Isaković
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