Swiss designer, Max Miedinger, revolutionized the typography world by designing "Helvetica," one of the most widely used sans serif typeface across the globe. The typeface has been marketed as a symbol of cutting-edge Swiss technology design, but throughout the 20th and 21st century it has been seen in brands from fashion to automobiles and beyond. The font was designed in post-war Europe, where new beginnings were wanted. Fancy and decorative typography was very common on corporate materials and advertisements. Helvetica’s sleek lines and modern simplicity ignited a widespread change in branding and typography.