quote 15:14:49 The point of Helvetica is that it is neutral. It is extremely legible. It is not subject to cultural bias, regional variation, and the vicissitudes of fashion and corporate identity. It is designed, painstakingly designed, to create standardised signage. Standardisation might not be exactly sexy but it is extremely useful if you want to avoid the world being a confusing racket. “Uncompromising”, damn right it is. It is also international, part of the global language of airports, flight, travel - exactly the kind of spirit that this cloth-eared rebranding exercise apparently wants to tap into.