LFT Etica
They got married and lived together for over 50 years. They were like Ginger and Fred, like Bonny and Clyde, they ruled Modernism. They were Helv and Etica. But love ends and one day Etica realized she was sick of their success. She understood he was a tyrant and she wanted her identity back. So she broke up and — all of a sudden — Etica was free. She’s a flower, she’s female, she talks again. (hey Helv, it's a joke)
Etica, the-moralist-typefamily-project, was born at the end of 2000, but its development is ongoing, overcoming many hurdles and diversions. On one hand, the original idea was spurred by a certain esteem for Helvetica, in particular, its strength and versatility, and on the other, an intolerance to its plenty but inadequate applications; created by those who erroneously consider it to be a neutral and timeless design. We believe that Helvetica is a beautiful typeface, but very deeply rooted in its own era. It is often unsuitably used in contexts that have changed profoundly since its birth.
