Gotham is a family of sans serif typefaces designed by Tobias Frere-Jones. It’s hardly surprising that I find it so aesthetically pleasing given that its letterforms are inspired by New York signage, New York and signage being two things I’m kind of obsessed with. My first brush with Gotham came a few years ago when I was designing some books for Jamie Durie Publishing, but more famous examples of its use are on the cornerstone of the One World Trade Center and as the typeface of choice for Barack Obama’s presidential campaign material. I read an article in The New York Times that noted that ‘every element of [Obama’s] visual identity has been masterfully conceived and executed to depict [him] as perfect presidential material’. So, does a typeface a president make? Obviously there is more to it than that, but there is no doubt we have a typeface of our time, a president of our time, and we can all breathe a huge sigh of relief.

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