We sent one of the world’s most iconic and beloved fonts - Helvetica - to hell for Halloween.

The typeface was designed by analyzing the most commonly used letter pairings and kerning them to be as visually traumatic as possible, forming the ‘typeface from hell’.

In just one week Hellvetica had over seven thousand downloads, 540,000+ unique visitors to its site, and hundreds of people sharing their Hellvetica creations on social. Hellvetica and R/GA were featured in publications all over the globe, culminating in over 210,500,000 impressions - with $0 in media spend. But most importantly, the very type foundry that designed Helvetica, Monotype declared their love for it.