Helvetica – I never gave a second thought to this simple but so powerful sans serif typeface until after this movie. I was actually blown away by how often Helvetica was used. Like one of the designers mentioned, I think that the majority of us ignore the strength of this typeface because it is so often used that we have grown accustomed to its existence. It’s amazing how much work was put in to making this the typeface that it is today. I think this film really made me appreciate the enormous amount of time and effort of these designers. I really don’t think I can go somewhere without playing attention to the font used on everyday signs.
Letter – The concept that caught my attention was mixing typefaces. I thought it was wildly clever of how Lupton compares the combination of typefaces to making a salad that needs various roles. I always assumed that it would be better to create harmony instead of contrast. It makes total sense to create contrast in order to appreciate the unique differences of both typefaces.
Text – From this chapter, I gained the most from the section about spacing. I never considered negative space to be crucial in typography but it is as important as the letterform itself. It sets perimeters and dimensions to the letterforms, giving them life. As mentioned in class earlier, contrast, one of the critical concepts, is essential to design because with its juxtaposition, we can study the complexity of each letterforms.