As a graphic designer, and thus typography observer (nerd haha), I tend to read articles/watch the news about the presidential elections and pay a lot of attention to the political branding and visual identity of these candidates achieved through distinct "typographical schemes."
One big observation was the use of the Gotham typeface, designed by Hoefler & Frere-Jones, originally commissioned for GQ Magazine, consistently used throughout the Obama campaign. After making this observation, I looked for articles online and discussed its use with other designers. I wonder how much the success of a candidate can be attributed to his or her corporate branding. Many articles suggest that a typeface can only go so far. Actually, if you look back at Sen. John Edwards' campaign, a man whose candidacy is now long gone, do you notice the familiar Gotham typeface being used? http://www.johnedwards.com
But a typeface is more than just letters. You can tell a lot about a candidate by his or her choice of typeface. Clinton's friendly serif New Baskerville, McCain's classic Optima and Obama's newcomer Gotham all have attached connotations to them. Gotham, which is said now to be the "hot font of 2008" is discussed a lot online. The Obama supporters see it as "a font we can believe in," whatever that means. He also uses the Requiem typeface, also designed by Hoefler & Frere-Jones, which has gotten the public to compare the Obama logo to Armani. Actually, people see the word 'CHANGE', they say the 'CHANEL' brand. Thoughts?
I think being consistent through this kind of visual identity is a strong point for a candidate. Just look at his website online, these visual connections and recognizable fonts that make one think: "Oh right...Obama!" Obama's "typographical scheme" team definitely took into consideration Gotham's neutral but bold, exuding change and hope look.
Here are a few articles that I recommend looking at (it's interesting to read the comments of the public):
April 2, 2008, 10:49 pm
To the Letter Born
By STEVEN HELLER
http://campaignstops.blogs.nytimes.com/tag/gotham-typeface/
By Sam Berlow and Cyrus Highsmith
January 27, 2008
What Font Says Change
http://www.boston.com/bostonglobe/ideas/articles/2008/01/27/what_font_says_change/
By Adam Tschorn, Los Angeles Times Staff Writer
March 30, 2008
The Character Issue
http://www.latimes.com/features/lifestyle/la-ig-font30mar30,1,7655295.story
Also what is interesting to look at is how the public has gotten involved in the campaign through art. Everyone has heard of the Social Realist inspired poster of Barack Obama by Los Angeles graphic designer and street artist Shepard Fairey. But, it's not that unique in its design/approach if you think about past political posters.
Check these out:
http://www.npr.org/templates/story/story.php?storyId=89431734
What's with That Obama Poster?
by Alex Cohen
February 15, 2008, 6:58 pm
Beyond Red, White and Blue
By STEVEN HELLER
http://campaignstops.blogs.nytimes.com/2008/02/15/beyond-red-white-and-blue/
http://store.barackobama.com/Artists_for_Obama_s/1018.htm
