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EXPERIMENTAL JETSET About Experimental Jetset

How long have you been designing?

Experimental Jetset is an Amsterdam graphic design unit founded in 1997 by Marieke Stolk, Erwin Brinkers and Danny van den Dungen. Focusing on printed matter and installation work and inspired by modernism and rock culture, Experimental Jetset has done work for clients such as the Amsterdam Stedelijk Museum (SMCS), Purple Institute, Centre Pompidou, Colette, Dutch Post Group (TPG), Réunion des Musées Nationaux (RMN), Le Cent Quatre (104), De Theatercompagnie and t-shirt label 2K/Gingham. Since being formed, Experimental Jetset has emerged as one of the most respected studios in Europe.

Marieke and Danny graduated in 1997; Erwin, who was year below them, graduated in 1998. But all three of us have been designing even before we went to art school: small fanzines, mini-comics, hand-drawn t-shirts, stuff

What is your favorite color?

We like the combination of blue, white and red as used in the film titles in the movies of Jean-Luc Godard, the black and white in the work of Bridget Riley, the rainbow of colors in Ellsworth Kelly’s painting ‘Blue, Green, Yellow, Orange, Red’, and the yellow/pink in Jamie Reid’s record sleeve for ‘Nevermind the Bollocks’. We also like the concept of ‘exclusive’ colors, such as Yves Klein’s ‘International Blue’ and Bill Drummond’s ‘International Grey’.

HELVETICA THE FILM This is the dvd cover created by Experimental Jetset for the official Helvetica DVD.

Helvetica is a feature film about the typography font Helvetica, and graphic design. The film discusses how the type affects our lives. Helvetica is used within thousands of words we use and see every day; it allows us to see them through design advertising and various aspects of communication. The film looks at and interviews different designers within the design world. Helvetica was released in the southwest Film Festival in 2007. The first time the film was broadcasted was on BBC1 in November 2007. The film was nominated for a 2008 independent spirit award. A small selection of the film was played at the an exhibition at the Museum of Modern art in New York.

HELVETICA: (Neue Haas Grotesk) - THE TYPEFACE Neue Haas Grotesk Is the German name given to helvetica before was made.

the word Helvetica

Helvetica was developed by Max Miedinger with Edüard Hoffmann in 1957 for the Haas Type Foundry in Münchenstein, Switzerland. In the late 1950s, the European design world saw a revival of older sans-serif typefaces such as the German face Akzidenz Grotesk. Haas’ director Hoffmann commissioned Miedinger, a former employee and freelance designer, to draw an updated sans-serif typeface to add to their line. The result was called Neue Haas Grotesk, but its name was later changed to Helvetica, derived from Helvetia, the Latin name for Switzerland, when Haas’ German parent companies Stempel and Linotype began marketing the font internationally in 1961. Helvetica quickly appeared in corporate logos, signage for transportation systems, fine art prints, and myriad other uses worldwide.

John Paul Ringo George DESIGN PROPOSAL

ORIGINAL T-SHIRT This is the original t-shirt created by Experimental Jetset,. The T-Shirt was originally created for the band ‘The Beatles’, but was then a big hit by fans of the band and fans of Experimental Jetset.

This is the design proposal created whilst we was in groups. We had followed the trend of the fans and decided it would be a good idea to produce our own t-shirt.

EXPERIMENTATION: Printing into Window with Helvetica

This is an image of an experiment with the word communicate, and they typeface Helvetica. The idea came from an image seen upon the research of Experimental Jetset.

DESIGN PROPOSAL The idea for for this design proposal was to create a small handbook which showed Experimental Jetset’s favourtie Helvetica Fonts.


The handbook was going to show upto 80 of the fonts with the full alphabet and numerals.

BRANDING HELVETICA My previoius ideas which i had were good ideas, but I feel that this idea is the strongest of them all,. this is because it is a fresh concept, and i have not seen anythign like this done with the typeface helvetica. The idea is to brand Helvetica into current day products, and to show them in different forms of food, solids and in other forms which will be seen along the line of experimentation. Local Brands which we use everyday;

These are a few examples of what I would use to create the word Helvetica; The images show the substances/ foods which I will use to create the artefact(s).


These Letters are in the typeface of Helvetica; They were ordered from a website which sell cutlery and specialise in Alphabet cutters and shapes. These Letters will be very helpful for the ideas which I have in mind, and will help me to produce the final outcome of the artefacts which i wish to produce.

EXPERIMENTATION: MATERIALS The Letter ‘I’ filled with plaster;

PLASTER The second material which i used was plaster. I decided to use plaster as it was a complete solid and i am able to play with it a bit more. Another reason to why used plaster as one of the materials is because i could use the word and use it as a show piece for shelves or displays.

To help maintain the shape of the letters, I covered the letter in fairy liquid to help the mould come out.



FOODS COOKIES The other food which i used was cookies. The only problem which i incured with the cookies, was that the dough was too soft, and i was not able to cut the letters out.

This was my first experiment, I decided to use cakes as it is a food which is seen quite often within everyday life, and is very common within brands we use. Cakes was a good idea to use as it may be able to attract people within a younger generation. The problem which I had with the first experiment was that the cake completely crumbled, and the only way in which i could keep it together was by putting chocolate icing on top.

When the letters were cut, they were distorted as seen abouve and on the right.

With my next experiment i decided to use a simpler food, this was bread. Bread was a good example of branded food as we use it for everyday use such as sandwhiches, toast etc. Bread was an easier material to work with as it was easy to mould and would not break as easily as the cake.

FINAL ARTEFACT The final piece from my experimentations which i have decided to use is the experiment where i used bread. I have decided to use bread as apart of my final piece because it is the easiest material to work with, and it is the most neatest. Another reason to do this is becasue it can be changed and edited with other foods such as salads, cheese, meat etc. Therefore this makes it look better and more attractive. Also as I am trying to brand helvetica into our everyday products it shows the use of what we eat and use within our food. If I could have worked with other foods i would love to have worked with fruits, but it was not possible as majority of the fruits I wished to work with would not have fitted the cutters.


I created a choclate alphabet which was similar to the typeface Helvetica LT Std Light. The idea which i wished to carry out with this was to create a saying which people associate with money ‘ Money makes the worl go round’ but instead of using the word money i would replace it with Helvetica. So the saying would be; Helvetica makes the world go round.


Becoming experimental jetset folio sheets