Helvetica in Use: America Apparel Analysis Studio Brief 01 OUGD403

In am attempt to really understand the typeface I have been given for this project I have looked into the different ways it has been used in branding and publicity. I have already looked at the New York Subway maps and signage done my Massimo Vignelli and thought I would move to a more corporate use of Helvetica; American Apparel.

When analysing I like to use a mix of written and drawn techniques to try and capture the essence of my focus.

nBy drawing out this use of Helvetica I started to understand the subtleties of the font that are so important in its personality and identity. The places where I had problems capturing its true form were often where I had not noticed something small but crucial in shaping the letters.