The Helvetica typeface has, in some quarters, earned a reputation as something of a non-choice – but that doesn’t mean that it’s always the case. When we come across it used with deliberation and care, it’s often worth featuring on these pages. Sons & Co, whose work we have featured here before (Gubb & Mackie, Designers Institute), seem to favour clean mid century sans type and Helvetica is only one part of their toolbox.
This site promoting a book of architecture photography (which has also been set in Helvetica Neue) opens with this huge title which the designers have effectively hand-spaced by wrapping each character in a span class with individual negative margin adjustments.
Such attention to detail is not only good to highlight for its own sake, it shows that some of the more common complaints around Helvetica (and other overused typefaces) can be addressed by these sorts of manual tweaks.