Art Movie | Helvetica
Spartanburg Art Museum presents a screening of the documentary Helvetica June 27 at 7 p.m. The documentary follows the typeface from its humble beginnings in a type foundry located in Münchenstein, Switzerland. Type designer Max Meidinger and his boss Edvard Hoffman were developing a new typeface, named ‘Die Neue Haas Grotesk’. In order to market the typeface to the American market a new name had to be chosen: HELVETICA. The film will be projected onto the 15-foot-high walls of the museum. Stick around after the movie for a Q&A and discussion with SAM curators.