A Match for Neue Cond.
Out of context: Reply #6
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- luckyorphan0
^ Thanks johndiggity.
I can't agree with you more. The selection of Helvetica Neue happened way before I arrived on the scene, and it's been with the brand for a long time (20+ years), so there's no leaving it. It's what is approved by the layers of beaurocracy above me, and changing that is not an option.
But we are turning a corner, and I'd like to introduce a contemporary element to that. Oddly enough, historic wouldn't be too bad in this case. The company's been around since the 40s, and the brand has been in existence since the 50s. So something historic wouldn't be without reason.
But you're absolutely right about being careful to not appear too thuggish. That's the third rail I'm really trying to avoid. The brand is striving to recapture itself as bespoke, not bling. Right now, it's sort of slipped out of relevance, and it's my job to fix that.
Thanks again.