I decided to choose the Target sign because from what I have seen it utilizes the Helvetica font the best. The size (height and width) is as large as the Target icon and I personally think it looks more symmetrical because of that. Also the word “Target” is in all capital letters and I think that is used to keep it symmetrical, but it is also used because it is larger and it catches your attention, much like a normal target would do. Now the size of the text relative to the actual Target icon or the scale of it is much larger than the icon, but the icon is about as large as one singular letter. Like I said about I think this is because they wanted to keep it somewhat symmetrical, but they also didn’t want one element of the design overpowering another. The legibility of the text is about as legible as it gets, in all capital letters it says “Target”, nothing special added. The spacing between letters is also very standard which adds to its overall legibility. The thickness is also very important because it makes the overall sign look much larger opposed to it being tiny and unreadable. The sign is meant to be recognized and I believe that is why they chose Helvetica because it is (like mentioned above) very legible, simple and to the point. I think that Target uses Helvetica the way it is supposed to be use and it is clearly very effective. Picture by Jay Reed via wikimedia.org