The 1960s: A Decade of Revolution in Typography
The 1960s was a time of both cultural and literal revolution, and design was by no means immune. This was a tumultuous period in typography, defined by bold experimentation and a dramatic shift towards geometric forms.
01. New Alphabet
Released in 1967, New Alphabet emerged as one of the most radical typographic experiments of the decade. As Landor’s design director Gianluca Ciancaglini explains: "Instead of trying to force traditional typefaces onto the primitive screens of the 60s, creator Wim Crouwel embraced the limitations and created a typeface made entirely of straight lines." Gone, then, were the curvy serifs and elegant flourishes of classic typefaces. "His innovative approach adapted design to the constraints of the technology, rather than forcing the technology to conform to traditional typographic standards," continues Gianluca. "The result – a simple typeface composed entirely of horizontal and vertical lines, creating a stark, geometric aesthetic."
02. Microgramma
Microgramma was originally designed by Aldo Novarese and Alessandro Butti in 1952, and developed for the Nebiolo Type Foundry. But it reached its zenith of popularity in the 1960s. As Matteo Alabiso, design director at Droga5 London, explains: "A geometric typeface defined by its sturdy, square-like features, Microgramma became a favorite among graphic designers for technical illustrations, publicity, and packaging. Its widespread adoption was partly due to its availability as a Letraset typeface and its incorporation into early typesetters such as AM Varityper."
03. Eurostile
In 1962, Aldo Novarese revisited and refined his earlier work, giving rise to Eurostile; a more polished evolution that introduced lowercase letters alongside the familiar uppercase. As Matteo Alabiso notes: "The addition of lowercase letters enabled Eurostile to find a place in the hearts of graphic designers and typographers, who appreciated its versatility and modernity."
04. Futura
Futura is a sans-serif designed by Paul Renner and released in 1927, as a contribution to the New Frankfurt-project. It is based on geometric shapes, especially the circle, similar in spirit to the Bauhaus design style of the period, and it was developed as a typeface by the Bauer Type Foundry, in competition with Ludwig & Mayer’s seminal Erbar typeface of 1926. It was during the Space Age of the 1960s, though, that Futura became particularly significant. Rosie Garschina, executive creative director of Trollbäck+Company, notes how this geometric sans-serif captured the decade’s optimistic spirit.
05. Times Modern
Say the words "Times Modern" to a typographer and they’ll doubtless think of the font family designed for The Times newspaper by Luke Prowse and Neville Brody’s Research Studios in 2006. But there was another typeface of the same name, which emerged during the phototype era as a distinctive reinterpretation of Times, although its origins remain fairly obscure. This high-contrast display typeface was designed as a more narrow titling version of the original Times, featuring a much taller x-height and shorter descenders. Noël Leu, co-founder of Grilli Type, is among its fans. "Times Modern was inspired by Times, but with distinct proportions and a unique character," he explains. "It has a strong 1960s aesthetic, evoking the era of phototypesetting."
06. Helvetica
We couldn’t complete this list without mentioning Helvetica. Originally designed by Max Miedinger and Eduard Hoffmann in 1957, this neo-groteque sans-serif was originally called Neue Haas Grotesk, but was renamed Helvetica in 1960 to make it more marketable internationally. And it became a defining typeface of the 1960s due to its versatility and clean, modern aesthetic. Rooted in the Swiss design philosophy of simplicity and functionality, Helvetica gained widespread popularity across corporate branding, advertising, and transportation systems during this decade, largely due to its legibility and readability.
Conclusion
The 1960s was a transformative period in typography, marked by bold experimentation and a dramatic shift towards geometric forms. The typefaces mentioned above – New Alphabet, Microgramma, Eurostile, Futura, Times Modern, and Helvetica – all played a significant role in shaping the decade’s design aesthetic. Today, these typefaces continue to influence contemporary visual culture, reminding us of the power of design to shape our understanding of the world.
FAQs
Q: What is the significance of the 1960s in typography?
A: The 1960s was a decade of revolution in typography, marked by bold experimentation and a shift towards geometric forms.
Q: What are some notable typefaces of the 1960s?
A: New Alphabet, Microgramma, Eurostile, Futura, Times Modern, and Helvetica are all notable typefaces of the 1960s.
Q: What is the significance of Helvetica in the 1960s?
A: Helvetica became a defining typeface of the 1960s due to its versatility and clean, modern aesthetic, and its widespread adoption across corporate branding, advertising, and transportation systems.
