Helvetica was created by Miedinger with Eduard Hoffmann at the Haas’sche Schriftgießerei (Haas type foundry) of Münchenstein, Switzerland. Practitioners of what would be known as the International Typographic Style (also called the Swiss Style) such as Josef Muller-Brockmann had popularized the use of sans-serif fonts like Akzidenz Grotesk which was created more than 50 years earlier in 1896 and marketed by the German type foundry Berthold. Haas set out to design a new sans-serif typeface that could compete with Akzidenz in the Swiss market. Originally called Neue Haas Grotesk, the typeface's name was changed by Haas' German parent company Stempel in 1960 to Helvetica — derived from Helvetia, the Latin name for Switzerland — in order to make it more marketable internationally.
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