Paradise Alley

00:01:49 Type is saying things to us all the time.

00:04:56 lt's the only airline in the last forty years that has

00:08:03 This is where Helvetica comes in.

00:11:25 And now within half an hour you have your ideas and you can make variations

00:14:57 You know, l doubt if l ever got up quite to one letter a day at that time.

00:17:38 before it was Helvetica. lt had its original name, Die Neue Haas Grotesk.

00:21:15 My father had clear ideas

00:25:25 and replace it with Helvetica.

00:28:17 That is a quality they all want to convey

00:31:20 and so much more effectively than what we see out on the street now.

00:35:38 l just get a total kick out of it. They are my friends.

00:37:39 Hello??? You know, that's called an army. That's not people.

00:40:22 So you can take the same message and present it in three different typefaces

00:44:18 As is always the case with any style, there's a law of diminishing returns.

00:47:08 obviously underground newspapers and magazines, and Pushpin Studios.

00:50:18 with Modernism in general.

00:54:15 And of course this caused controversy.

00:57:08 how to design a reasonable business card or newsletter.

00:59:39 This could be the first date.

01:02:56 the stamps were designed by Crouwel

01:07:34 lt's that idea that something's designed to stand the test of time

01:12:20 We think that Helvetica contains somehow a design program.

01:15:48 now, by young l mean probably late twenties, early thirties , than at any time in history.

01:18:54 why this just won't go on developing, devoloping and developing.