The exposition is dedicated to the 50th anniversary since the creation of one of the most widely used typefaces known as Helvetica.

The result of the efforts of two typeface designers – Max Miedenger and Eduard Hoffmann – Helvetica turns into an aesthetic constant and bridges the abrupt transition from the lead press to the digital processing of the text in the sixties. The typeface is characterized by simplicity and minimalism, the drawing is compact, legible and expressive. That makes Helvetica an efficient instrument for graphic designers from the sixties of the 20th century to the present day. The stately delicacy of this typeface gives freedom in finding an adequate outward representation of different ideas.
Having found application in various areas of graphic design, advertising, book printing etc. Helvetica, with its simplicity, modern lines and proportions is still valid and widely used in different languages even today.

Among the items of the exhibition one can find original sketches recording the process of creating Helvetica. The exposition traces also the implementation of the typeface during different historical periods and offers evidence for its use in a variety of contexts.

Helvetica Forever: Story of a Typeface is a sequel to Lars Müller and Victor Malsy’s book with the same title. The exhibition comes to Bulgaria after being to the USA and Japan and is part of the events included in the Sofia Design Week festival organized by Magazine 1.