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Meaning different things at the same time

Some members of the closerlook Creative Group attended a showing of Helvetica — a feature-lenth documentary about a famous typeface in particular and visual culture in general — at the Gene Siskel Film Center a couple weeks ago. The film consisted mostly of interviews with notable designers from Europe and North America.

I was struck by the intensity and variety of opinions regarding Helvetica. Some designers treated it with almost hushed reverence as though it was the perfect typeface — masterfully drawn, ideal for any use at any time. Others viewed it as the most unimaginative, boring, life-sucking typeface choice a designer could make. Of course, there was more nuance than that, so you’ll have to see the film to see what I mean. My guess is that it can be both the best and the worst, the most perfect and the most banal. Like so many things, it all depends on context and perspective.

Sitting at a neighborhood pub later in the week, I saw two imposing looking soldiers walking on the other side of the street. Both were wearing fatigues and berets. I could not discern which branch of the military they belonged to, but I can tell you that everyone sitting with me agreed that the berets added to their formidable quality. Which made me think that in a different context — say a cafe frequented by university faculty members — that a beret could signify a quality significantly shy of formidable and imposing.

At work we often talk about the different meanings or qualities conveyed by our ideas for names, logos, photographs, color palettes, animation styles, etc. I think that it’s important to remember that just because something might have multiple connotations or mental associations doesn’t mean that it cannot become a successful solution. I think it’s incumbent on us — designers, clients, and marketers — to influence and shape that meaning and those associations. It’s our job to influence whether the beret says “formidable and imposing” or “elitist and effete.”