What does American Apparel have in common with the New York subway system? No, this isn’t the beginning to a dirty joke (though you’re welcome to provide alternate punchlines in the comments section) – they use the same typeface to get their point across. Helvetica. To many, it’s just the option between Gill Sans and Hoefler in a scroll down menu, but to design geeks, Helvetica is god. Fresh, clean, appealing – just what we like here at GURU Energy Drink.

‘I guess it’s like jeans and a white t-shirt,’ says GURU’s own Helvetica-obsessed Artistic Director Justin Dallegret. ‘Classic, timeless, sexy and ya want to wear it all the time.’

Don’t believe him? You’re too late to see the MoMa’s exhibit, but check out the documentary Helvetica , released in 2007 just in time for the font’s 50th anniversary.

Take that, Times New Roman.