helvetica

The movie Helvetica involved several accomplished graphic designers, each of them with their own unique style. Paula Scher tends to use typography in a more expressive way, which is typically really interesting to look at. I like Scher's use of color and interesting layouts in her various works (such as the piece she did for advertisement of Mary Poppins, where she arranged the words into the shape of an umbrella - an iconic prop used by the titular character). Her piece titled Best of Jazz is a lot of fun to look and read, with the fun alignments and cohesive color scheme. The logos she did for Citibank, Microsoft, and the Metropolitan Opera prove that she is also capable of simplifying things and creating more minimalist designs that still manage to capture your attention and convey important information about the organization or company. In a book, Scher did quite a few maps of countries and continents that embody her more intensive use of expressive type in order to create the shapes necessarily to portray her subject. Her opinion of Helvetica is that it's common and overused; she feels that it reminds her of corporations, which she doesn't have a great opinion of. I don't have any strong feelings about the font myself, but I don't think that it's one of my favorite fonts. Overall, Paula Scher is a graphic designer who's really in touch with her creativity and really knows her abilities well, which allows her to create incredible designs regardless of the finer details involved.