This research assignment encouraged us to dig deeper into typefaces, and why and how they were created. We are exposed to so many typefaces daily, and we usually don’t stop to think about how they came to exist. It was interesting to learn how the conceptualisation and development of a typeface – in our case Helvetica – was so closely interlinked with the social and visual culture of the period from which it originated. It’s never occurred to us that typefaces can accurately capture the zeitgeist of the era in which it was created, especially such a seemingly modern and minimalist typeface like Helvetica.