A badge of modern society

Name a connecting factor between the brands and labels.

jackass
little miss sunshine
the office
american airlines
nestle
staples
target
american apparel
lufthansa
beatles
agfa
texaco
orange

What makes these among many other well known brands into a little, actually quite big "creative" club? Think about their logos. Think about the font type. Think about Swiss, now think it in Latin. Or don't just continue reading.

Helvetica is a club - "a mark of membership" that is seen absolutely everywhere, wherever you go these days. A font that doesn't exist by default in Photoshop CS4. Still, it's found in street signs saying No this and No that, in the NY metro, on the Helsinki trams and fat night club posters promoting popular DJs.

Compare Helvetica to, say Cambria. Cambria is a breath of fresh air that not too many (that I know of) use by choice and if they do they want to differ from the gray mass, whereas Helvetica is the secure way of possessing a stylish label and still be totally safe using it, nobody will disapprove.

Imagine somebody in Cyan pants, a red bow tie and suspenders: Cambria guy. Now, walk around in a boring office environment where the only thing you see are suits. Years come and years go. A suit is always approved among the mass. Like Helvetica ever since its birth in 1957. It's stylish, it's cool and it works, as it has for over 40 years in the American Airlines logo.

But is it in its usually boring environment in posters getting boring along the years? What's the next 'norm'? Go make one.

Of course there's a film made of the topic and of course I've been polluted by it. AND by any means if you have a chance to see it I warmly recommend Helvetica A Documentary by Gary Hustwit - In-joy!