I love the playful curvature 0f this brands monogram when paired with Helvetica Neue. After watching the documentary about Helvetica by Gary Huswitt I now completely understand what many of the interviewees were talking about when they said the typeface can be paired with any other design in order to create any tone of voice under the sun. This visual identity is a great example of how pairing experimental monograms or typefaces with a very neutral typeface like Helvetica can work to the designers advantage:
