It concluded: “HELVETICA: Swiss precision, classic simplicity.”; and “HELVETICA MEDIUM: Strongly authoritative; declarative.” The magazine itself did not pay attention to these claims for Helvetica or those for Standard. It was set in Trade Gothic. However, the inside back cover of the January issue contained an advertisement by Container Corporation of America (CCA), based in Chicago, set in Helvetica Medium.
Although Helvetica Medium had arrived in New York City by August 1965, Unimark International did not spec it for the subway signage it was working on. Bob Noorda and Massimo Vignelli chose Standard instead.