I wonder if you've read the book "Just My Type" by Simon Garfield. http://www.simongarfield.com/pages/books/just_my_type.htm http://www.simongarfield.com/pages/

I wonder if you've read the book "Just My Type" by Simon Garfield. http://www.simongarfield.com/pages/books/just_my_type.htm http://www.simongarfield.com/pages/books/just_my_type.htm https://en.wikipedia.org/wiki/Just_My_Type https://en.wikipedia.org/wiki/Just_My_Type It's a gem of a book about typography. In Chapter 9 "What is it about the Swiss?" Garfield writes about Helvetica "On an emotional plane, it serves several functions. It has geographical baggage, its Swiss heritage laying a backdrop of impartiality, neutrality and freshness (it helps at this point if you think of Switzerland as a place of Alps/cow bells/spring flowers rather than Zurich and its erstwhile heroin problem)." There is a longer extract from the book here: http://www.fastcodesign.com/1665881/how-helvetica-conquered-the-world-with-its-cool-comforting-logic http://www.fastcodesign.com/1665881/how-helvetica-conquered-... A broader article on Swiss graphic design: http://www.smashingmagazine.com/2009/07/17/lessons-from-swiss-style-graphic-design/ http://www.smashingmagazine.com/2009/07/17/lessons-from-swis...