Copywriters might be able to spin a haunting yarn, but what can art directors do to chill the blood during Halloween season? This. They can do this.
Two R/GA associate creative directors have launched Hellvetica, a fiendish font that mercilessly butchers the kerning of the classic Helvetica font. The resulting typeface of terror is one that hurts to look at, is torture to read and is honestly a better trigger for becoming a chaos-worshiping supervillain than anything that actually happens in Joker.
Zack Roif (a 2017 alumnus of Adweek’s Creative 100) developed the font concept, and the typeface was designed by Matthew Woodward. Roif previously partnered with designer Augustus Cook to create an Alternative Facts card game.
Here’s a look at how Hellvetica will sear its way into your pain receptors:
You can download Hellvetica at HellveticaFont.com, but pray use it wisely. And yes, secretly installing it on your creative director’s laptop as the default typeface is definitely using it wisely.
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