cookiesonplateth.jpg These Helvetica cookie cutters designed by Beverly Hsu make delicious, serif-free pastries. I'd like to eat a sentence-full right now.

(via Jason Fields, photographed by Drew)


  1. Serifs are an essential nutrient, one we web users are generally deficient in. I don’t see how “serif-free” is a benefit unless you know of a documented case of serif overdose.

    1. @xopher, clinical studies show that people with gluten sensitivity frequently benefit from omitting dairy, high-fructose corn syrup, and serifs from their diet.

      1. But serif deficiency causes eyestrain and headaches, and when it’s internet-induced can lead to insomnia, rage, and irrational utterances.

        And in my experience gluten-sensitive people aren’t big on sugar cookies anyway. (Yes, there are gluten-free cookie recipes, but not AFAIK for the sort of thing you use a cookie cutter for.)

        Besides, the name of Helvetica is derived from the Helvetic Republic, which was a centralized authority over Switzerland imposed by the French military. That’s right: Helvetica is authoritarian and French.

        And by the way, ‘serifs’ is an incorrect plural for ‘serif’. The correct one is ‘serifim’. (They’re HOLY!!!)

  2. I am sad I can’t actually buy these. My fiancé would be a happy man if presented with a plate of Helvetica cookies.

      1. Clearly, they should use an open-source font. Computer Modern cookies, anyone? Plus, they have 100% more serif.

    1. You just had to let people know that you knew this tidbit, didn’t you?

      But then I’ve used Akzidenz-Grotesk just so I can tell people about it. No one cared.

  3. Does a designer who makes and sells such a product need to pay licensing fees to Helvetica? If so, how much do you imagine such a license would cost?

  4. Serif or sans serif cookies, my alimentary canal makes no distinction – I would say it doesn’t really give a crap but that would be a lie, for which I am truly thankful!

  5. Actually, this was not the first time this was attempted. Bodoni was the first, but the serifs and pencil-thin ascenders kept burning in the oven. Bill Gates missed a trick when he didn’t buy off the cookie cutter maker in order for the cutters to be Arial.

  6. For some reason I saw C3P0 in the picture and was somewhat disappointed that it was just a post on kooky cutter typo sans serif. Nevertheless I would like to spell my way to better health and see this as a definite path to take.

  7. Serif free is false advertising in this case. Maybe serif-lite is more apt. I might be a bit of a type OCD but as far as I can see there are two serifs in this very photo. Can you spot them?

    1. A see a serif at the end of the ‘a’, but don’t see another one. The curve at the bottom of the ‘t’ doesn’t count, does it?.

  8. The world is going to Helvetica in a hand-basket-a. ( Sorry it’s the only typeface joke I got . ) MMMMmmmmm sans sarif.

  9. I mentioned to my wife that we should get some of these so we could make cookie words like “tasty” and “delicious”. But she vetoed me.

    She thinks there are too many adjectives in food these days.

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