Helvetica: And the Incredible Disservice That It Has Done to Mass Transit Systems

Being a daily rider of the public transportation system of Boston (MBTA) and also an frequent critiquer and contemplator of type, I have to wonder how the choices of designers such as Massimo Vignelli, and the inevitable copiers of the international typographic style, have done to the way users experience and interact with the overall brand of mass transit nation wide.

Signage for Arlington station, Boston T (MBTA) (1967). (courtesy Thomas Geismar & AIGA)

In developing the signage for the NY Subway system Vignelli was all about clarity and ease of use. And for this goal I have to think that he hit the nail on the head. But in my opinion this choice has also adversely affected the overall feel, experience and brand of transportation systems everywhere. His choices were done in the height of modernism when, of course, Helvetica and other strong sans-serif, grid based, typography was king. Not to say that I am advocating against the use of Helvetica entirely, actually I quite like it. But I have to ask the question. Is it possible that in choosing a typeface which is devoid of personality and character, (at least in how it is used in public transit) and has on overly stogy appearance has rubbed off on the people that use this systems everyday… or better yet, the entire brand of mass transit systems?

In todays world we need to get more users involved in using mass transit. The roads are becoming increasingly crowded and US cities are expanding. It has become a mission for growing cities to convince its residents to use public transportation. Not only are things like ride shares, subways and busses better on pollution then millions of cars sitting in traffic, but is also increases income for city at large.

If you have taken mass transit in the past you can quickly realize the the system was not designed to create a great overall experience. Mass transit is used more as a necessity then a choice in major metropolitan areas. But in today’s world, people are becoming increasingly cognizance of their experiences on a daily basis. When riding the MBTA here in Boston it is very easy to point out the people that ride it because of necessity. Personally, riding the T is the best way for me to get in and out of the city, without having to deal with driving, parking, gas or any of those other headaches that come with car ownership (I’m not even sure that you have to pass a test to get a Massachusetts drivers license with the quality of driving that happens in Boston). I actually quite like taking transit to and from work. I can read, relax and start my day off on a more relaxed note.

But that is not to say that I love dealing with the MBTA on a daily basis. Waiting for trains, standing next to smelly people, having the lady with the wet umbrella leaning up against me, watching 4 D and B line trains pass me by as I wait for a C… correct, it is a bit of a pain in the ass. But this is mostly because the MBTA and transit systems in most cities have not paid close attention to the overall experience of using their product. Mass transit is a great example of a category that is completly ignoring the greater power of design, instead focusing on metrics and a quantitative approach.

Now I am not of the mindset that not using Helvetica will make me happy to stand next to a smelly person. Or that some nice typography will make me want to stand outside in the rain for 20 minutes waiting for a train. But I do certainly think that a change could begin to shift perspectives that people have on an overall brand. And hopefully start to lighten the mood of the morning commute.
Is there any problem with adding a little fun or delight to an otherwise medial task? I certainly hope not. In Aarron Walter’s recent book “Designing for Emotion” he speaks about the ways that designers, in his case for the web, can add value and delight to user experiences. And I think that this context and idea needs to be taken to a much larger scale.

We already see this happening in other areas. Think about the ways that Starbucks has crafted a unique experience for doing something as boring and routine as buying a cup of coffee. And yes no Helvetica at Starbucks. The entire experience has been thought about. The music that play as you enter the store, the temperature of the inside… and of course, their use of typography throughout to make an overall feel. What has this done? Next time you are standing in line at a Starbucks take notice to the politeness that people have towards each other and the employees. Even in the crowded downtown crossing Starbucks that I frequent before work people are chipper, happy and polite. All while buying a $4.00 cup of coffee.

If it were possible for the MBTA to make their riders feel more kinship towards each other or the overall interaction of using the T it will only have a great outwardly effect on other users. A domino effect can begin to happen.

You see it on occasion, when one rider gets up to allow on elderly rider sit down. Then suddenly another rider does the same. And next thing you know, people are just generally being nicer towards each other. People apologize for accidentally bumping together when the train comes to a quick stop. People start saying excuse me when they need to get by to exit. And even once or twice, people will actually move toward the back of the train when the conductor asks them to (but that still almost never happens).

Now I am not saying that getting rid of Helvetica will solve any of these problems. Hell, the MBTA actually uses a lot of Arial in its newer print pieces, which is even worse. But I think that it could be a great step forward in crafting a better experience and shifting the mood/brand that mass transit is getting. It’s worth a shot to try to brighten someone’s day with the use of character, whit or humor. Maybe it will be successful, maybe it won’t. But what it could do for the brand of mass transit, and the people that are on the fence about using it could be huge.

Who cares about consistency? These signs have beauty and speak way more about their respective stops then Helvetica ever could. (courtesy AIGA)