In addition to being neutral, the font did not have any intrinsic meaning, so it could be used for various signage applications. It is one of the most popular typefaces of the mid-20th century.
Later, Stempel and Haas decided to name Miedinger’s font “ Helvetica,” which is close to the Latin name of Switzerland, Helvetia. Moreover, the Stempel type foundry, the German-based parent company of Haas, found it challenging to market a newly developed typeface in Germany under Haas’ name. Despite its benefits, the creation had a few flaws. Max named this typeface “ Neue Haas Grotesk,” which means “New Haas Sans Serif” in English.
