In 2008, Barack Obama soared to victory in the eyes of font aficionados and graphic design snobs, the kinds of people who had pre-ordered Helvetica on Netflix, with his use of Gotham, a clean, modern font developed by Hoefler & Frere Jones. Using Gotham to reflect a change from McCain’s serifed traditionalism, Obama connected rhetoric with proposed action.
However, in light of his declining popularity and the surge of Tea Party traditionalism, many of 2010’s candidates have moved away from modern fonts and clean layouts, in favor of neo-traditional serif and star filled designs. However, since Americans are increasingly attune to conscious font design through the purposeful letterings of companies like Apple, American Airlines, IKEA, and the now infamous BP, will this shift be received positively by the public?
Do good graphics even get noticed or is it just the truly atrocious? And, the most important question of all – do graphics create winners? With these questions, we turn to today’s election in New Hampshire.
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