Thus, I have a warm regard for this font, even though I take the point of the designers Mind with the official letters I received over the years from UNSW informing me of prizes, scholarships, graduation, etc. Thus, optima will forever be linked in my We used to get official letters all typed up in this font.
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And it was not just used in the letterhead. Mater, the University of New South Wales in Sydney, Australia. Wild departure that may end up being too militaristic, and may backfire on him later if the democrats can remind voters of the price they have paid (or borrowed from China) for the seemingly unending Iraq war.Īlthough I hadn’t made the connection before, as soon as I saw the McCain logo in this article and focused on the typeface I realized where I’d seen it before. Although it pains me to admit it, the word BUSH has a visually pleasing, balanced architecture.īoth Hillary and Obama seem to have picked up some ideas from Bush’s ’04 campaign in that they’re using somewhat bolder letters on dark blue backgrounds. There might also be something said about the general visual aesthetic of the alphanumeric makeup of a candidate’s name. The Bush/Cheney ’04 logo avoided the traditional political colors and used only dark shades of red and blue, producing a much more stylish logo (one that just looked better In an election that was decided by the slimmest of majorities, it is not absurd to suggest that the effectiveness of campaign logos may have played a significant role.Ĭould have made a difference. I remember feeling frustrated in the summer of 2004, seeing the Kerry/Edwards bumper stickers and noticing that they couldn’t stand up to the boldness and appealing simplicity of the Bush/Cheney bumper stickers. I don’t know much of the specific terminology used to talk about fonts, but I’ve always felt like I have a pretty good gut feeling about what font to use and for what occasion. Serifs say classic but scream old, although Georgia would be a brilliant choice because it is the best online typeface, reads well at all sizes, looks modern but includes non-aligning oldstyle figures. Stability, which, while arguably reassuring, could, in some instances, conjure the idea of inflexibility. Make you doubt a person’s stability something bold and confident like Akzidenz Grotesk could easily migrate into full-blown That undulating baseline on Comic Sans is just precarious enough to I absolutely believe a candidate can be chosen by his typeface.
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(It is, however, a really beautiful metal typeface, if you favor the capitals and use generous letter The hygienic purity of, say, a humanist sans-serif and migrating ever so slightly toward fern bars and big hair. Other than its name, which might possibly suggest “optimizing” one’s chances of winning, or choosing the “optimum” candidate, it is a typeface I associate with the 1970s: moving past
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Jessica Helfand, graphic designer, Winterhouse Way one votes is decided by the smallest detail. Ideally, the voting public would be well informed about each candidate, but often times, which Pick candidates because their name sounds nice, or because a certain candidate reminds them of their favorite uncle. We judge many things in life based on pure superficialities, and I don’t think politics is immune. Is it all just superficial? I don’t think so, but even if it was, it can’t be ignored. Somebody had to think about the qualities communicated by each typeface and make the connection between Optima and John There is a certain top-down mentality that filters down to the smallest detail in every decision. One could also say there is a slight sense of quirkiness With a mix of Roman dignity and a subtle military presence, the typeface communicates the qualities seemingly most important to the candidate honor and virtue.