It’s the most loved font in the design world. It’s the most hated font in the design world.

Bruno Maag is clearly in Camp B.

In their final video for ADC Typography Month, type enthusiasts Stewart Devlin — Chief Creative Officer of Red Peak Group — and Bruno Maag, legendary Swiss type designer and owner of Dalton Maag Ltd. talk about Helvetica. Bruno is notorious for fuming against this ubiquitous font, and we asked him to defend his position on camera.

“Helvetica is a lazy choice… if you’re a thinking designer, you’re not going to choose Helvetica” — Bruno Maag

Visit the ADC Blog all this month for a deeper look into the world of typography and lettering.