Presidential-campaign typography took a big step up in 2008, when Barack Obama adopted the then-new Gotham font for his campaign. (Though for his re-election campaign, he had serifs added.) This led to the rise of Gotham throughout the United States. But especially in political campaigns, where the geometric sans has become typographic shorthand for #winning. (...)
Interestingly, one of Obama’s few bipartisan successes was inducing Republicans to use Gotham too: in 2016, it was chosen by Ted Cruz and Donald Trump (well, the no-cost Gotham knockoff Montserrat). (...)
The Democratic Field: April 2019
I wasn’t impressed by any of the websites, none of which exceeded the high end of mediocre—what you might find in an $18/month Squarespace plan.
But typography—that’s a real decision candidates have to make today, with real money and real consequences. And if I can’t trust you to pick some reasonable fonts and colors, then why should I trust you with the nuclear codes? (...)
The weird layout in the screenshot is exactly as I found it, and the popups refused to be dismissed. The display font Conductor has potential. But there’s no design concept to speak of (no, “red, white, and blue” doesn’t cut it). The execution is totally inept. Cory, it was nice of you to hire your second cousin. But seek professional help. You’re trailing the pack.
I like the simplicity of the concept. The flat color field is arresting, even if it makes the candidate look like a flight attendant on Tulsi Airlines. I don’t like the take-perfectly-nice-font-and-chop-off-the-corners wordmark, a trend that has been done to death (and if you’re going to bother, why not chop off the L so it can sit closer to the S?) Text is Neue Swift; display is Harmonia Sans.
It could be worse. But it still looks more like he’s starting an outdoor-clothing label, not running for president. Like other candidates, Hickenlooper evokes Obama’s use of Gotham (with the similar Proxima Nova, though Proxima predates Gotham). The deep purple is unexpected—Colorado is politically “purple”, is that the idea?—though pairing two intense colors doesn’t provide much versatility.
The typography makes it look like a pharmaceutical ad—Ask your doctor if Inslee™ is right for you. Jay Inslee wants to give you lots of colors: American red, white, and blue, and a lighter blue, and then a couple shades of green, I suppose to connote that he cares about the environment. Another candidate evoking Obama’s Gotham typography (this time with Montserrat).
Interestingly, one of Obama’s few bipartisan successes was inducing Republicans to use Gotham too: in 2016, it was chosen by Ted Cruz and Donald Trump (well, the no-cost Gotham knockoff Montserrat). (...)
The Democratic Field: April 2019
I wasn’t impressed by any of the websites, none of which exceeded the high end of mediocre—what you might find in an $18/month Squarespace plan.
- Of course, there were a ton of Gothamesque geometric sans serifs.
- The candidate who was most successful stoking my curiosity with design was Kirsten Gillibrand.
- I was surprised that the long-shot candidates weren’t taking more chances with their websites—what the hell have they got to lose? Though I suppose Julián Castro, whose site was as boring as any, was nevertheless the most competent.
- Among current front-runner-ish candidates, Kamala Harris was the worst underperformer, with Beto O’Rourke second worst.
- Overall worst in show: Cory Booker, who apparently decided to run for president on a Monday, crowdsourced his website on Tuesday, and launched it on Wednesday. Unbearable.
But typography—that’s a real decision candidates have to make today, with real money and real consequences. And if I can’t trust you to pick some reasonable fonts and colors, then why should I trust you with the nuclear codes? (...)
Cory Booker
Tulsi Gabbard
I like the simplicity of the concept. The flat color field is arresting, even if it makes the candidate look like a flight attendant on Tulsi Airlines. I don’t like the take-perfectly-nice-font-and-chop-off-the-corners wordmark, a trend that has been done to death (and if you’re going to bother, why not chop off the L so it can sit closer to the S?) Text is Neue Swift; display is Harmonia Sans.
John Hickenlooper
It could be worse. But it still looks more like he’s starting an outdoor-clothing label, not running for president. Like other candidates, Hickenlooper evokes Obama’s use of Gotham (with the similar Proxima Nova, though Proxima predates Gotham). The deep purple is unexpected—Colorado is politically “purple”, is that the idea?—though pairing two intense colors doesn’t provide much versatility.
Jay Inslee
The typography makes it look like a pharmaceutical ad—Ask your doctor if Inslee™ is right for you. Jay Inslee wants to give you lots of colors: American red, white, and blue, and a lighter blue, and then a couple shades of green, I suppose to connote that he cares about the environment. Another candidate evoking Obama’s Gotham typography (this time with Montserrat).
by Matthew Butterick, Practical Typography | Read more:
Images: Democratic campaign sites.
