Helvetica

“They did it again.”

“What happened this time, sir?”

“This logo came back from the client with some revisions.”

“It’s to be expected, sir. It’s their brand, after—”

“Comic Sans, Milton! They changed my perfectly crafted Helvetica design to Comic Sans! They know it’s a trite, overused typeface. They didn’t do this because they liked the way it looked; they did it to get back at me. I knew they wouldn’t accept the logo without any changes, but this is different. They’ve crossed a line.”

“You crossed it first, sir. You’ve hammered them, squeezed them to the point of desperation. And now, in their desperation they’ve turned to a font they don’t fully understand.”

“Clients aren’t complicated, Milton. We just have to figure out what they’re after.”

“Respectfully, Master Janoff, perhaps this is a client you don’t fully understand either.”

“What do you mean?”

“A long time ago, I was in Queens. My friends and I were working for the local print shop. They were trying to buy the loyalty of regional merchants by bribing them with free design work. We crafted the most exquisite posters and hung them around the borough. But one merchant’s posters were being torn down in the neighborhood north of Astoria. So we went looking for them. One day, I saw a child folding paper boats out of our posters. He was the merchant’s son. The merchant had been throwing them away.”

“Why tear down and discard his own advertising?”

“Because he thought it was good sport. Because some men aren’t looking for anything logical, like typography. They can’t be bought, bullied, reasoned, or negotiated with. Some men just want to watch the world kern.”

Helvetica at BustedTees