From the film: "... all in favor of a certain atmosphere..."
When designing my book cover, my sister told me the sans-serif was easier to read; indeed, the awards announcement at the bottom of the image was originally in Helvetica. I asked her to serif it up, and instead of choosing the font I sent to her, she chose something easier to recognize.
Overheard in the MFA graduate assistant offices: "I'm in the market for a new font. Anyone have a good font to recommend?" We hover at the computers, using drop-down menus to show our preferences: High Tower, Cochin, Goudy.
From the film: "You will do what the typeface wants it to do."
I do see the quiet beauty of Helvetica when used in branding--a simple name, a small phrase. It's crisp, clean, lacking that clutter. Like binder clips.
From the film: "It's air. You have no choice; you have to breathe."