typeface that is famous for its pervasiveness: it is used in corporate identity,
street signs, magazines and pretty much everywhere else. The Swiss Style
advocates that the typeface does not have to be expressive in itself, it must
be an unobtrusive instrument of expression.
“I don՚t think that type should be expressive at all. I can write the word
̒dog̓ with any typeface and it doesn՚t have to look like a dog. But there
are people that [think that] when they write ̒dog̓ it should bark.”Massimo Vignelli in the documentary Helvetica.