Helvetica, originally called Neue Haas Grotesk, was created by Max Miendinger with Edward Hoffman in 1957. It was changed to Helvetica in 1960. Designers of this time were looking for something new and a little more modern typeface, thus giving Miendinger and his crew a reason to come up with a clean, modern san-serif. In 1961 Linotype began selling the font internationally-designers jumped at the chance to use this new typeface. It eventually began showing up everywhere, in corporate logos, signage for transportation systems, fine art prints, and other uses worldwide. In 2007, Helvetica celebrated its 50th anniversary, also the release of the feature length independent film, Helvetica. This film brought up a question many designers have been asking, is Helvetica overused? The average person would never notice, but Helvetica is everywhere! From the street signs in New York to Toyota’s logo, Helvetica has flooded the world of graphic design. Neville Brody says that the typeface is the prime weapon of design. The font a designer chooses and way they follow through sends a message to consumers and lets them know what type of product is being sold. An example he gave was an ad the says “Buy these jeans” in a grunge font. You would think the jeans being sold are styled with holes or have an antique wash. But if that same statement is said in Helvetica, you would think of Gap, clean and ironed clothes. Helvetica is a clean san-serif making it widely usable. But when everyone decides to use Helvetica, it gets repetitive and boring. So why do designers continue using it? Jeep, Target Corporations, Microsoft, American Airlines, iPod, Energizer, etc. Personally as a designer, I would think it would be more creative and better to attempt another san-serif that could work for a particular project as opposed to using Helvetica like everyone else.