Initially designed by Max Miedinger, of Switzerland, in 1957, the Helvetica typeface had ten weights within the family. This universal and modern typeface expresses a minimalist machine aesthetic, more so than any other typeface of its time. Helvetica’s use in advertisements attributes a timeless and communicative sensibility; this was a revolution of typographic style-less form. Furthermore, neutralism was an important part of Helvetica’s aesthetic and architecture. Thus, meaning was conveyed as ideas through the text, rather than the formal design of the typeface.
Helvetica was a clear break from the early nineteenth-century typefaces; it did away with the manual details of the old historical typefaces and gave rise to a clear, modern typeface that was rational in its form and communication. The typeface was something new and universal at the time of its introduction. Indeed, this Sans-serif typeface has changed the way type is understood and expressed, making it a timeless-form of modern design.