There’s nothing wrong with Helvetica.

In the design world, I realize that could be a hot take for some of you. But it’s equivalent to water—it’s universal, ever-pleasing, and, well, necessary.

They’re also fundamentally bland. Sure, we need water to exist, but our worlds are forever changed the instant our tastebuds discover a droplet of the decadence that is a deeply delicious orange soda or the depths of a full-bodied Cabernet Sauvignon. The perfectly executed reverse contrast typeface adds a new level of magnetism to a design. Don’t even get me started on the appeal of an immaculate retro script typeface with flawless kerning. Well executed typography has the ability to transform entire designs.