Typefaces are often the bread and butter of campaigns. Many campaigns simply rely on typography alone. Choosing the right typeface takes a long time and designers must be very careful of the hidden associations people might have with a typeface. The Obama campaign famously chose the typeface Gotham, which was originally designed for GQ Magazine and as described by designer Michael Bierut is "a sleek, purposefully not fancy, very
straightforward, plainspoken font, but done with a great deal of elegance and
taste--and drawn from very American sources" (Source
). One typeface website goes further in saying, "Gotham inherited an honest tone that's assertive but never imposing, friendly but never folksy, confident but never aloof" (Source
). All of these qualities tie perfectly into the Obama brand identity.