By all indications the new Irrational developed Bioshock game looks pretty great and has more potential to be great than any other game of recent memory. So it is with a heavy heart that I admit something about the announcement bothered me: I could be wrong, but I think the font they used for the word "Bioshock" in the Bioshock Infinite logo is Helvetica.
What an nerdy thing to call out. Sorry, I can't turn it off. Its not disappointing and it doesn't make me mad, I just noticed it. It stands out even more because the first Bioshock had such an incredible sense of place and time and I think they're use of period typefaces really worked (for me at least) in selling the world of Rapture.
Helvetica was developed in 1957 by the Haas Typefoundry, a full 45 years after the game in question is set. A more accurate font might have been Akzidenz Grotesk, to non-type nerds the difference is negligible. But to type-nerds like myself, it means the world.
I'm glad at least that they didn't use Arial.