 Univers paved the way for Max Miedinger and collaborator Edouard Hoffman to design the typeface Neue Haas Grotesk, which would be later renamed Helvetica.The goal with Helvetica was to create a pure typeface that could be applied to longer texts and that was highly readable.The movement began to coalesce after a periodical publication began in 1959 titled New Graphic Design, which was edited by several influential designers who played major roles in the development of International Typographic Style.