Of course, Gotham wasn’t the deciding factor in the outcome of this presidential election but it allowed Americans at home to feel a sense of security with the cleanliness and familiarity of the font, so it didn’t hurt. Scott Thomas, Obama’s campaign staff designer called Gotham the “American typeface”, which directly correlates to the implications of it- Gotham really drove home Obama’s message of a diverse aspirational America. Thomas J Billard of the Annenberg School for Communication & Journalism stated that Gotham “became Obama’s voice” in his campaign because it gave off the same ideals as his campaign. They “insisted on uniformity and design discipline” as stated by Network 9 as opposed to other candidate campaign’s in the past that used an array of fonts in their haphazard designs. Gotham for Presidentīarack Obama’s political marketing team brought something to his campaign that hadn’t been seen before. In addition to being a major daily presence in consumers lives, where Gotham has seen the most recognition is in Obama’s 2008 presidential campaign.
And extremely readable.” stated Thierry Brunfaut, creative director and founding partner at Base Design Advertising. Therefore, simplification is important to brands and their bold and neutral logos are saying “Our brand and our services are simple, straight-forward, and clear. Consumers take in an enormous amount of visual chaos daily from outside on the street to in the palm of their hands. They’re all shifting towards a minimalistic design approach. Companies use Gotham to enhance their brand image. Frere-Jones stated, “If we’ve done our jobs right, have never noticed our typefaces.” Twitter and Spotify are two social media networks that utilize this typeface, you may have also seen it on the Saturday Night Live logo, New York University logos and at The Tribeca Film Festival. According to Brent Plate of Hamilton College, typeface often sends a message while simultaneously erasing itself. It is a universal typeface in the fact that a large number of major brands can use it without it becoming stale. When it comes to the companies that use Gotham in advertisements the list goes on, because of Gotham’s geometric design it has easy readability making it the perfect choice for billboards and print ads alike. The editors were looking for something “with a geometric, masculine, and fresh style.” Critics first associated the look with the city because of its “blocky and nonsense” feel, which makes sense because Frere-Jones inspiration was the signs at the Port Authority Bus Terminal in New York City. After being commissioned by GQ magazine in 2000, Tobias Frere-Jones, of Hoefler&Frere-Jones design company, created this typeface, stated The Museum of Modern Art. It took the world by storm with a look and feel of something “sleek and straightforward”, words used by designer Michael Beirut. When going back to the beginning of the Gotham typeface existence you will find that it is actually relatively new in the typography world.
So, when a company decides to use the Gotham typeface, they are already one step ahead in gaining popularity because Gotham is a typeface we all live and breathe. Even if you don’t realize it, the way we view fonts affects our perception of the companies and people who use them.
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