I love Erik Spiekermann just as much as the next designer, but it’s nice to have this article from the Financial Times featuring a different design/typography legend, Bruno Maag. He is the founder behind DaltonMaag, the second largest type foundry. While DaltonMaag may not be a household name, they are the studio behind typefaces for companies everyone has heard of like AirBnB, USA Today, and Amazon (they created Bookerly, the eye-pleasing font for the Kindle). As well as a large host of cities and companies not as well known.
Before reading this article, I didn’t know much about Bruno (which I intend to change), but I share his opinion on Helvetica:
When Maag dislikes something, he is prone to saying so bluntly, knowing that it will attract attention. One of his targets is Helvetica, the famous font that is owned by Monotype and can be seen everywhere from the New York City subway to museums. “It has become a lazy choice – if you can’t be bothered to think, pick Helvetica,” Maag says dismissively. “You know you can get away with it. You’re not putting yourself out there.”
Be sure to add this to your weekend list of long reads, but don’t wait because I don’t know how long the Financial Times keeps articles outside of their paywall.➵