The creative arts are many, varied, and ever changing. Neither boundaries nor languages can hinder a truly creative piece of work from gaining strength and popularity all over the world. And when it comes to designing, whether it is a promotional banner or a web design, a greeting card or a logo design, creativity is on another level. There is color, there is a symbol, and then projecting the company name in the most decipherable, most recognizable and the most memorable way possible, there comes the use of typeface, and all of this combined can make your monogram or the logo identity stand out in the crowd of competitors.
The fact that there are many typefaces now that are being used in the designing world can only mean one thing; that it’s the new age. Everything is done on computers these days and the myriad of selections of fonts that we have has made it very easy to convey the mood of our message. By a simple change in the typeface we can go from formal to friendly, from simple to italic, make it appear anything we want.
The ongoing tussle on the best typeface, however, has opened the doors to many discussions. Helvetica, the most popular typeface is, constantly under criticism, for being not only boring but the fact that it has sustained itself for the past 54 years is simply logic defying. Created by Swiss typeface designer Max Meidenger and Eduard Hoffman in 1957, it was put up against the Akzidenz-Grotesk in the Swiss market. Originally called the Neue Haas Grotesk, it was later on given the name of Helvetica, which is the Latin name for “Swiss” so that it could be used internationally as well.