The 2008 election was long and tumultuous, but one clear winner emerged from the rumpus: typography. An immeasurable amount of ink was spilled on the Obama campaign’s slick identity work, particularly on the thoughtful use of Gotham, the HFJ font. John McCain famously used Optima in that election cycle. Today, I clicked over to McCain’s site to listen to him curry favor with the teabaggers in the first radio ads for his 2010 Senate reelection campaign, and guess what! Gotham. Not a bad move – it certainly has accomplished more than Sarah Palin in the last couple years.

The 2008 election was long and tumultuous, but one clear winner emerged from the rumpus: typography. An immeasurable amount of ink was spilled on the Obama campaign’s slick identity work, particularly on the thoughtful use of Gotham, the HFJ font.

John McCain famously used Optima in that election cycle. Today, I clicked over to McCain’s site to listen to him curry favor with the teabaggers in the first radio ads for his 2010 Senate reelection campaign, and guess what! Gotham.

Not a bad move – it certainly has accomplished more than Sarah Palin in the last couple years.