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How Long Until Typography Becomes Political? Biden Campaign Updates Fonts
"Decimal & Mercury," which kind of sounds like an '80s cop show
We're not yet to the point where even typography becomes politically loaded, but I'm sure that day will come.
In the meantime, the Biden campaign has upgraded its typefaces, as revealed by Robyn Kanner, the campaign's senior creative adviser:
I will say that "Decimal & Mercury" kind of sounds like an '80s cop show.
Journalist Hunter Schwarz, founder of Yello, talked to Kanner for more details:
In a statement to Yello, Kanner said these typefaces were chosen because of the message they send about truth.
"This campaign is about the battle for the soul of the nation," she said. "That battle needs to be fought and won with the truth — the American people deserve that much. To that end, Decimal and Mercury were chosen based on their roots in the truth."
Kanner called Decimal "true as time" for its wristwatch origins…
Designed by Hoefler & Co.
…and she said Mercury "holds the truth of a written word" because of its use in magazines and newspapers.
Designed by Hoefler & Co.
Both fonts were designed by Hoefler & Co., designer Jonathan Hoefler's NYC-based type foundry.
Of the two fonts the Trump campaign uses, the MAGA text is FF Meta OT Bold, and his name is printed in a font called Akzidenz-Grotesk BQ Bold Extended.
via BoingBoing and Reddit
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Comments
Already is political in the nationalist/racist sense. See: Fraktur and the drama that unfolded in the forties and now today. There is an awesome 99% Invisible podcast about it.
The ‘Mercury’ typeface was also designed by Tobias Frere-Jones when he was working with Jonathon Hoefler under the company H&FJ before they split.
Strange that the Decimal font example doesn’t match the font on the Biden posters. Just look at the capital A. It comes to a point on the posters, but is flat in the example.