A documentary about a typeface? For those of us who take interest in such things, of course! But if you're one of those who never bothers to change the default font in your Word documents from Times New Roman, then I'd recommend you stay away from this film altogether.
Unfortunately, even those who are keenly aware of typefaces may find this movie disappointing. My main criticisms:
1. It spends long sequences showing us examples of Helvetica signage used in various contexts. Some are elegant and clean, many are torn old posters, ragged pieces of letters peeling off walls, etc. These sequences were artistic and okay at first, but maybe after the fourth one, you find yourself reaching for the fast-forward.
2. It spends the vast majority of its time in interviews with various designers discussing their impressions of the font's "meaning" or its impact in the history of design. This should have been perhaps 30% of the film, instead it is closer to 80%.
3. It doesn't spend enough time looking at the technical details of the font. There are occasional off-hand references by some of the interview subjects to various features of certain letters, but even those segments are not illustrated. I would have loved to see a side-by-side contrast between Helvetica and similar sans-serif fonts used earlier, or perhaps others created since then. In one sequence, we catch a glimpse of one of the original large-scale drawings for one of the letters; I would have enjoyed seeing more of those, larger on the screen, and with explanation of how the various parts work in relation to one another.
With its current affective emphasis, this would have been an acceptable 45-min. documentary, but at an hour and a half, it is far longer than it needs to be. I hoped to walk away with an understanding of what made Helvetica uniquely popular, but that was never clearly shown in any way.
