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.
New York-based design studio Sagmeister & Walsh is among the leading forces in the world of graphic design today. Now, it created a new graphic identity for the Jewish Museum, and one that speaks to the Museum’s unique vision for its future as a site of confluence between art and Jewish culture. I have been fortunate to be involved in the Jewish Museum for years, and admire its mission to collect, preserve, exhibit, and interpret art and Jewish culture, always with fresh eyes and the highest ambitions.
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