It is the most celebrated and recognizable typeface of all times. It is clean, efficient, and Modernist. It is called Helvetica. It was developed in 1957 in Switzerland and has since become a cultural phenomenon. In Latin, Helvetica means "Swiss." It was introduced during an era when Swiss design was very popular. Helvetica was favored by advertising agencies, and quickly appeared in corporate logos, transportation systems, fine art prints, and in myriad uses worldwide. It has been recognized as reliable, and a smart choice for business.