Graphic designers are in the norm business. We employ legible fonts and familiar interface conventions in order to churn out seemingly neutral, user-friendly messages. We use grids, hierarchies, and tasteful type pairings to unify publications and websites. We produce brand standards and corporate identity manuals to regulate the public image of companies and institutions. Each year, we harvest a fresh crop of sans serif typefaces claiming to deliver content in anonymous, trouble-free text blocks. It's Helvetica's world. We just live in it.