No matter where, no matter the time or location, there is one thing that remains constant: Helvetica. Numerous advertisements and signs use this universal typeface to display their content to the general public. It has simply become one of the most popular typefaces in the world. The characteristics that make up this special type are notorious for a reason, and that same reason may also have some similarities to the beginnings of communism in 1919. If it weren't for its late development in 1957, Helvetica could have easily been the typeface of Russian communism in the early 1900s.
Developed by Max Miedinger in Switzerland, Helvetica was created to serve as neutral typeface with clarity and varietal use. In the words of graphic designer Wim Crouwel, "the meaning is in the context of the text and not in the typeface" (Hustwit).
So how does this well-loved typeface find itself connected to communism?
Well, in the early 1900s, after the Russian revolution over through the last czar, calls for a new form of government arose around the country. One reason for the fast-spread word of communism was through a series of propaganda posters that were printed under the telegraph agency ROSTA. More commonly known as ROSTA windows, these posters placed revolutionary ideas in the minds of the public and supported the common worker, as well as the goal of the Bolshevik's "Red Army".
ROSTA Windows
The similarities between these ROSTA windows and Helvetica is not found in the style by which both are created, in fact, both styles are completely from one another. The real similarities are found in a similar set of ideas that these two designs embrace. The concept of both the ROSTA windows and Helvetica is to create a very direct form of communication that is efficient and clean. Simplified down to the barest of form, both are very official and are easy to understand. Not only that, but the letters in Helvetica all look the same, like many soldiers standing in a row. This was the exact message told by the ROSTA windows: equality and prosperity. It was bold and universally created so that even the least illiterate person could from an idea around what the window meant. Of course, Helvetica is a typeface, so reading would be required, however, the type is so simply constructed that even a beginner could understand it.
But this is not to be confused with the constructivist movement that took place at the exact same time, which was inspired by the ROSTA windows shown above. Constructivism was about the rejection of autonomous art and the creation of works in which form followed the function. Being that Helvetica is used for anything and everything and is the most generic form of type in today's society, it would be misused in constructivism due to the need for every image to have a meaning and for that meaning to be related to something else.
In the end, the characteristics of the communist movement and its persuasive ROSTA windows reflect the very basis of Helvetica's creation. However, although the typeface highly popular all around the world, less could be said for the social movement.
Sources:
“Constructivism - Concepts & Styles.” The Art Story, www.theartstory.org/movement-constructivism-history-and-concepts.htm#beginnings_header.
“Constructivism Movement Overview.” The Art Story, www.theartstory.org/movement-constructivism.htm.
Hustwit, Gary, director. Helvetica. NewVideo, 2007.
Matthews, William. “Helvetica.” History of Graphic Design, www.historygraphicdesign.com/the-age-of-information/the-international-typographic-style/736-helvetica.
“The Simplicity of Helvetica.” Webdesigner Depot, 7 Feb. 2018, www.webdesignerdepot.com/2010/01/the-simplicity-of-helvetica/.
Woodland, Kevin. “Constructivism.” Graphic Design History. 2019.