Praise for Clarity of Type

An article in Business Week (May 28, 2007) recognized the value of message over typography. UpFront included a mention of the New York Museum of Modern Art celebration of the Helvetica typeface, created by the Haas type foundry in Switzerland 50 years ago. It quoted Curator Christian Larsen: "Helvetica is almost a template... consumers read the message, not the typeface." Another reinforcement that clarity is key to identity and branding.