.:: TYPELETTING

	Helvetica is a beautiful font, it’s simplicity drives it’s popularity.  That popularity makes 1836 sick. Helvetica is a “safe” font in it’s own neutrality.  But in a day where the modernism of the 50’s and 60’s is returning and simplicity leads, where is the personality?  Wasn’t there culture between here and there? What happened to Heavy Metal Parking Lots and experimentation with drugs. Cold war? Red Sox winning the Series. A lot has happened, why be neutral and safe?
Many will argue that graphic design is inundated with trash and filigree to distract a consumer from overall purpose of any marketing means.  These people utilize Helvetica. These people even argue that there only, in generosity, about a dozen useable fonts. The rest crap…. The backbone of Typeletting is to say “No”.  There is utility in the personality of fonts.  There is a use in communication design to create and use type that draws in certain demographics or perhaps make the uninterested take a second look.  This small zine is simply an avenue to practice that personality.  Put down the mouse, stop choosing Helvetica and hand-letter a tag line. In most cases, in a time of bad business, fake politics, Halliburton’s and mistrust, perhaps a little bit of “human error” or imperfection in the typography process brings back that sense of trust.