Discussion Point 2 - Miedinger/Slimbach

It was type designer Max Miedinger who in 1957 gave life to one of the most recognisable typefaces in history – ‘Helvetica’. Initially named Neue Haas Grotesque, he proceeded to rename it as ‘Helvetica’ which instantly propelled it into usage on a global scale. It’s simplicity and it’s act as a statement piece of cutting edge Swiss technology has enabled it to maintain its versatile usability. It has had the ability to transcend time, context and styles and with it beginning with the birth of the ‘International Typographic Style’ otherwise known simply as the ‘Swiss Style’.

Miedinger, changed the face of 20^th Century typography as with the design of Helvetica, he created a style that emphasised cleanliness, readability and objectivity. Void of any real personality or meaning, it establishes a true design dialogue in allowing itself to be neutral and clearly communicate design and it’s clear, direct function.

Alike to Miedinger, Robert Slimbach a designer in part with the digital type age – has influenced the world of typeface design. He started his work within Adobe Industries in 1987, where he began to work within their type-design department. It was here that he paid homage to the past by digitising past metal fonts to be used within a digital interface context. He soon progressed to the designing of font ‘Adobe Garamound’ in 1989 with still utilising many typographic devices from the past. In 1990, he developed ‘Minion’; a typeface completely drawn from scratch – that is nothing redrawn from past typefaces – completely original not reimagined.

It was one of the first digitised fonts that was legible from a variety of point sizes and within an array of different applications. This serif typeface, now has become a sturdy, default typeface option for many digital designers of today.