The concept behind this poster series was to accentuate the great flexibility that ‘Helvetica’ holds. Not only can it be used at various sizes and retain readability, but it can also be executed through a seemingly endless combination of colors effectively. The geometry of the typeface is elegant enough to serve as type and as a compelling image. The body copy references the typeface’s heritage and the ‘+’ sign, blown up in size, represents the Swiss flag; the country in which this font originated.