Toyota Automobile Company Official Logo

For my example of the use of the type face Helvetica I chose the Toyota automobile brand logo. Helvetica was a typeface that was created during the World War II times to be more precise in 1957 and the creator Max Miedinger designed a clean cut and legible type face for people to use. The scale of the of the letters is consistent throughout the whole thing and with the use of all capital letter it helps keep the unity between the whole text. From the base line of the letters to the x-height and the cap height are all the same because the letters are capitalized. With the letters being all capitalized it does just what Hlevetica is supposed to be used for, it makes the text legible, clean but also with a modern and efficient design and look to it. When looking at this logo it has a sense of its own atmosphere because the space between the letters is theonly thing that takes up space within this white background. Helvetica is a Universal type face that most logos that we know to day use but the way that Toyota has decided to use it by making it all capital letters makes it even more legible when trying to read it. It catches your eye because the siz would be different from most other logos because it would be larger than most with the use of the capital letters. Helvetica does not use serifs so it helps the type face look a bit more simple but still clean and legible at the same time.