Branding our consciousness

Gotham| Hoefler & Frere-Jones

But what really brings everything together is the typography. The headings for Obama's myriad campaign materials are predominantly set in Gotham, a gloriously unfussy sans serif, designed by Tobias Frere-Jones in 2002. Gotham is assured, elegant, and plain-speaking - just like Obama, or so he'd have us believe. These parallels are of course no accident, but this typeface has other, subtler, connotations. What makes Gotham a particularly interesting choice is that its stylistic origins are distinctly American.

no art&architecture do Guardian.

Interessante.