Bought a pin at a museum shop, it says “Helveticul”. The salesperson, who just like many others are bilingual, confirmed my guess: it combines the word Helvetica with the French insulting word (think of “en-” plus the word in question then verbalize it). In a genius stroke it becomes a subtler message than Helvetica the Film‘s official “I Love Helvetica” and “I Hate Helvetica” pin-pair. In Helvetica.

So I put it on my backpack and enjoy the love-hate relationship with the typeface, à la française.