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.
