I love typography. A typeface has the ability to change the purpose of the text. Imagine if you must an essay typed out on Times New Roman and Comic Sans (my examples are not the best but these fonts are universal). I’m sure most of you will agree the message being sent by the two would be miles apart. Similarly, why must the world begin and stop at ‘helvetica’ is beyond me. Its a beautiful typeface and its clarity allows it to be used most places, but it destroys the imagery that is prevalent from typography otherwise.