The use of hardcore marketing tactics during political campaigns is notorious, specially in a country like U.S. But what role have graphic design and visual identity techniques been playing in setting the cues to support communication strategies for potential candidates?
If you had a glimpse at the US presidential elections campaign recently (like our Dusted. fella Jamie) you have probably seen Democratic candidate Barack Obama’s “Change We Can Believe In” and “Stand for Change” banners hanging everywhere. The typophiles among you have realized (or maybe not?) that the “CHANGE” font Obama’s campaign uses is Gotham, designed by Hoefler & Frere-Jones, originally as a commission for GQ Magazine.
Jonathan Hoefler and Tobias Frere-Jones spoke about the creation of Gotham and looking back at their description of what GQ wanted from the font, it sounds surprisingly Obama-esque. “GQ had a dual agenda of wanting something that would look very fresh, yet very established, to have a credible voice to it,” says Hoefler. It also needed to look very masculine and “of-the-moment.”
So, what should Hillary have used then, Shelley Allegro??