“Nouvelle Antique Haas” aka “Neue Haas Grotesk” aka “Helvetica” promotional, by Fritz Büler, Walter Bosshardt, 1959

“Nouvelle Antique Haas” is the French name for it. Antique was a classification for the Grotesks in France.

 

Alternate version of this in an ad: www.flickr.com/photos/sebhayez/4620970970/

 

Some of Fritz Büler's work: www.moma.org/collection/artist.php?artist_id=856

Done