I chose to use American Apparel’s typeface for many reasons. One is that I love Helvetica. I don’t know what it is about this certain typeface, but I’ve always been drawn to it, and I love the way American Apparel utilizes it. It adds a certain simplicity that really coincides with the company’s message. American Apparel is a simple brand that can be transformed into something very edgy and versatile, and I feel that’s exactly what Helvetica does for the brand.