Helvetica was created post WWII, when idealism among designers make them feel some social responsibility. This was emergence of Swiss Style where Helvetica came from. Helvetica is a rational type face and is today the most commonly used by designers.
Helvetica was designed to respond a few criteria:
The type face should be clear, readable, neutral.
Aspects like interrelationship of negative shape, spacing of the letters, the way some letters came from others (the same way space between notes makes music, space between letters makes design).
Helvetica makes the text more accessible, more transparent. It makes a statement: You want to look clear and efficient.
The way something is presented lead the way you react. The way the message is dressed leads the way we read.
Helvetica is a club, a mark of membership.
By the 70's there was a lot of reaction against Helvetica and Corporate Culture, there was a need for change. Hevetica was associated to big corporations, a sign you were in favor or Vietnam War.
Designers began to think types have spirit, they can express all sort of things. They wanted to get free of this clean type. They thought best work comes from emotion. It's not because something is readable it communicates. Sometimes the message just gets lost. Some types more difficult to read may carry better the message.
When Experimental Jetset was created, they wanted Modernism, they stated: As everyone uses helvetica, it's easier to appropiates the style. Helvetica is not a global Monster!
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