Typing the Candidates

Barack Obama LogoToday’s Boston Globe carries an article by Sam Berlow and Cyrus Highsmith of The Font Bureau. Here are some of their comments on the candidates’ logos and, in particular, on the fonts used.

  • Obama’s type is contemporary, fresh, very polished and professional. The serifs are sharp and pointed… The ever-present rising sun logo has the feeling of a hot new Internet company.
  • The Hillary type palette is far from fresh and colorful; it is begging for legitimacy instead of demanding respect. It projects recycled establishment. The type has a tired feeling.
  • Huckabee has the most inexplicable selection of typography and graphics.
  • If we were to predict the results based on typography and design, we would pick McCain and Obama.