Swiss design is simple and neutral. The dominance of sans serif fonts was a big step away from earlier serifed fonts full of emotion. Helvetica is a nonjudgmental, direct font that can say anything in a very noncontroversial way. It does not stand out next to other typefaces.

Helvetica is straightforward—it lets the text itself effectively give the message. It is functional and can serve almost any purpose. “The meaning is in the content of the text and not in the typeface, and that is why we loved Helvetica very much” (Wim Crouwel).

theory #1:


Objectivity Image 1

A smiley face could mean happy, a smile, a face, or even my friend Bob. Objectively, it is nothing more than a circle with two dots and a curved line.

Objectivity Image 2

Many typefaces convey a certain emotion or feeling.

Objectivity Image 3

Helvetica is just Helvetica.