266:
197:, where "Type, like architecture, like the organization of society itself, was to be reduced to its bare, efficient essentials, rid of undesirable, local or ethnic elements." This theme was found frequently in Depression-era type in both North America and Europe, particularly Germany. This simplification of type is characterized by Frere-Jones as "not the kind of letter a type designer would make. It's the kind of letter an engineer would make. It was born outside the type design in some other world and has a very distinct flavor from that."
27:
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since
January 1, 2000 and Azo Sans (designed in 2012 by Rui Abreu) starting on a variation of ABS-CBN Entertainment (later ABS-CBN Studios from 2024) logo in 2021, with the Rotis typeface continued to be used on the ABS-CBN text as the modified and custom version of the said font known as Kapamilya
521:
magazine. In 2009, Hoefler and Frere-Jones introduced new Narrow and Extra Narrow versions. On April 4, 2011, Hoefler and Frere-Jones announced that they had created a new wordmark based on Gotham with serifs for the use of
President Barack Obama's 2012 campaign. In announcing the news they wrote:
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praised the choice for its "potent, if unspoken, combination of contemporary sophistication (a nod to his suits) with nostalgia for
America's past and a sense of duty." John Berry, an author of books on typography, agreed: "It's funny to see it used in a political campaign because on the one hand
375:
Governor's Office of
Customer Service have all used Gotham in logos. The Georgia state government cited Gotham's "clean, fresh lines" and variations that "offer a variety of options for use in all marketing, advertising and signage applications" as reason for its use.
190:. "I suppose there's a hidden personal agenda in the design," Frere-Jones said, "to preserve those old pieces of New York that could be wiped out before they're appreciated. Having grown up here, I was always fond of the 'old' New York and its lettering."
223:
commission. "The humanist and the geometric ... had already been thoroughly staked out and developed by past designers. I didn't think anything new could have been found there, but luckily for me (and the client), I was mistaken."
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With Gotham's origin—and my own stubborn opinions—I think that anywhere in the suburban sprawl would be the worst place for it: advertising for featureless subdivisions, the specials board at the Exit 23
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cited the cornerstone as the "bedrock of our state". The text is written in all-uppercase letters, which was criticized, as some wanted a mix of upper and lower-case to "give the words a human voice."
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Developed for professional use, Gotham is an extremely large family, featuring four widths, eight weights, and separate designs for screen display and a rounded version. It is published by
945:
210:, Gotham "deliberately evokes the blocky no-nonsense, unselfconscious architectural lettering that dominated the streetscape from the 1930s through the 1960s." Andrew Romano of
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commented that the letterforms Gotham was based on "were geometric yet they did not look like Futura. Their widths were more uniform and less classical, bowls were larger".
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281:. Later, however, upon hiring John Slabyk and Scott Thomas, the campaign made the change to Gotham, and the font was used on numerous signs and posters for the campaign.
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with a camera to find source material, and he based the font on the lettering seen in older buildings, especially the sign on the Eighth Avenue façade of the
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After Obama won the presidency, Gotham and similar typefaces found their way into various federal government projects, most notably the identity of the
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agreed that they needed something "that was going to be very fresh and very established to have a sort of credible voice to it," according to
Hoefler.
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magazine, whose editors wanted to display a sans-serif with a "geometric structure" that would look "masculine, new, and fresh" for their magazine.
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uses the Gotham
Rounded for the primary use (in its logo) and Gotham Regular as the secondary font for its corporate communications use.
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it's almost too ordinary yet that's the point. It has the sense of trustworthiness because you've seen it everywhere." Graphic designer
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concurs. "Unlike other sans serif typefaces, it's not German, it's not French, it's not Swiss," he said. "It's very
American."
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Reviews of Gotham focus on its identity as something both
American and specific to New York City. According to David Dunlap of
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322:. It also has to be noticed that while the Obama campaign material still used the Perpetua typeface, the short-lived
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Cyrillic and Greek characters were added in an April 2015 update. By this time Frere-Jones had left the company;
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and general elections compared Obama's design choices favorably to those made by his opponents. In her campaign,
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Since creation, Gotham has been highly visible due to its appearance in many notable places. This has included
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Gotham is the official font of New York
University, Michigan State University, Rowan University, the
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The lettering that inspired this typeface originated from the style of 1920s era sans-serifs like
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as well as a range of widths. In 2007, a
Rounded variant was introduced due to a commission from
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and remains in use in logos and signage in conjunction with newly introduced brand typefaces.
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from 2013 to 2022, and since 2015, the font has been used in the generic logo of the contest.
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Frere-Jones' inspiration for the typeface came from time spent walking block-by-block through
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of the mid-twentieth century. Gotham has a relatively broad design with a reasonably high
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Gotham was the font family used by most government agencies in the Australian state of
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to advertise an offer of free coffee to people who vote. The typographical logo of the
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announced, "Starting today, we're rolling out a new font on twitter.com, moving from
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1679:"Sara Soskolne – Gotham's newest inhabitants: adventures in pan-European typography"
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use the Gotham typeface since September 9, 2013 as one of the main fonts along with
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Gotham was prominently featured in 2004 as the typeface on the cornerstone for the
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foundry from 2002. Gotham's letterforms were inspired by examples of architectural
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Gotham Rounded, Gotham Condensed, Gotham Narrow, Gotham X-Narrow, Gotham Bold
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1517:"Netflix has its own custom font now, just like Apple, Samsung, and Google"
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noted that Gotham was the "linchpin" to Obama's entire campaign imagery.
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522:"Can We Add Serifs to Gotham? For the President of The United States?
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310:, a serif used by book publishers, law firms and universities, while
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According to Frere-Jones, Gotham wouldn't have happened without the
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Frere-Jones said about the typeface when it was released in 2002:
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1386:"Twitter changes font again because everyone hated the old one"
1122:. Georgia Governor's Office of Customer Service. Archived from
1649:
1117:"Governor's Office of Customer Service Brand Standards Manual"
171:
468:
to Gotham". The change was reverted on 3 September 2014.
341:
Gotham has been used in other commercial media, as well.
143:. The font has also been used on the cornerstone of the
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Kwento ng Kasiyahan : The Grand Kapamilya Weekend
157:, the company of Frere-Jones' former business partner
1200:"Can't Place the Name, but the Typeface Is Familiar"
669:
Revival Type: Digital Typefaces Inspired by the Past
269:
Gotham used by the 2008 Obama presidential campaign.
1770:"Jonathan Hoefler and Tobias Frere-Jones on Gotham"
1149:"Starbucks Using Gotham Typeface to Endorse Obama?"
921:"9/11 Cornerstone, Chiseled With a New York Accent"
108:typeface family designed by American type designer
91:
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537:as having cooperated on the additional alphabets.
404:, bumper stickers that say 'I my SUV' and so on.
169:The Gotham typeface was initially commissioned by
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775:"Typography 2020: A Special Listicle for America"
613:. Hoefler Type Foundry (archived). Archived from
587:. Hoefler Type Foundry (archived). Archived from
147:in New York. It is also the current font used in
1559:"Gotham Rounded: Corners Cut by Popular Demand"
946:"Expertinent: Why the Obama "Brand" Is Working"
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1493:"Brand New: Follow-Up: University of Waterloo"
135:, Michigan State University branding, and the
1580:"THE NEW GOTHAMS: 46 New Fonts from H&FJ"
1147:Neale, McDavitt Van Fleet (3 November 2008).
997:
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473:Singapore University of Technology and Design
149:MPA title cards for film trailers in the U.S.
8:
1650:"An H&Co Double Bill with Sara Soskolne"
1582:. Hoefler & Frere-Jones. 20 January 2009
1305:"Company History, About ABS-CBN Corporation"
747:"The MSU Brand - Design and Visual Identity"
475:, and was the primary brand typeface of the
19:
1363:"Tweet from @support (now @TwitterSupport)"
1098:. Hoefler & Frere-Jones. 4 January 2008
1077:Hoefler & Frere-Jones. 21 February 2008
386:National September 11 Memorial & Museum
1247:"Presenting: Theme Art of Eurovision 2014"
658:
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449:Semi Sans. It is notably used on logos of
380:used the typeface in conjunction with the
112:with Jesse Ragan and released through the
25:
1174:"If you vote, Starbucks buys your coffee"
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672:. Yale University Press. pp. 222–3.
526:." The design was not released publicly.
511:Gotham originally was introduced with an
326:campaign was already using Gotham Ultra.
247:Port Authority of New York and New Jersey
133:Barack Obama's 2008 presidential campaign
1807:Typefaces designed by Tobias Frere-Jones
1276:"Eurovision 2015 theme artwork is here!"
1004:"Brand Obama, a leader in the image war"
975:"Campaign messages marked by typography"
634:
632:
1782:that discusses the creation of the font
721:"How this one font took over the world"
546:
253:speech at its unveiling, then-Governor
1822:Typefaces and fonts introduced in 2000
18:
7:
1802:Hoefler & Frere-Jones typefaces
1545:"Telkom Indonesia Brand Guidelines"
977:. The Rice Thresher. Archived from
944:Romano, Andrew (27 February 2008).
832:. HelveticaFilm.com. Archived from
428:, conglomerate's divisions such as
14:
1384:Kastrenakes, Jacob (2014-09-03).
1002:Rawsthorn, Alice (6 April 2008).
861:Siegel, Dimitri (8 August 2002).
828:Hustwit, Gary (2 February 2008).
482:Gotham was also the font used by
973:Doctor, Eric (7 November 2008).
886:Werner, Paul T. (16 July 2004).
408:Gotham was also the font of the
1691:from the original on 2021-12-19
1561:. Typographica. 10 January 2007
1531:"Typography | Digital.NSW"
1198:Dunlap, David W. (2011-11-18).
1049:Heller, Steven (2 April 2008).
863:"Is Gotham the New Interstate?"
453:(launched on 13 June 2020) and
426:its namesake television network
1812:Geometric sans-serif typefaces
1602:"Can We Add Serifs to Gotham?"
1024:Tschorn, Adam (2 April 2008).
1006:. International Herald Tribune
493:until 2021 when it changed to
457:(launched on 6 October 2020).
137:2016 federal election campaign
1:
1742:Yale University Press: 2006.
1467:Root: SUTD Student Government
919:Dunlap, David (8 July 2004).
318:, the same font used for the
16:Geometric sans-serif typeface
745:University, Michigan State.
693:Berry, John (7 April 2003).
287:International Herald Tribune
830:"A Font You Can Believe In"
642:. Hoefler & Frere-Jones
533:reports Malou Verlomme and
188:Port Authority Bus Terminal
1838:
1497:www.underconsideration.com
1075:"...and Non-Fontogenic..."
948:. Newsweek. Archived from
555:"Gotham: Special Features"
382:2008 presidential election
1740:An A–Z of Type Designers.
1176:. YouTube. Archived from
559:Hoefler & Frere-Jones
331:2010 United States Census
320:Vietnam Veterans Memorial
114:Hoefler & Frere-Jones
24:
1218:"Malmö 2013: We are one"
611:"An American Vernacular"
371:advertisements, and the
273:Early materials for the
499:Since 23 October 2009,
410:Eurovision Song Contest
243:World Trade Center site
1624:"What's New in Gotham"
1463:"Communications Guide"
1365:. Twitter. 30 May 2014
892:AIGA Journal of Design
477:University of Waterloo
406:
270:
245:, itself owned by the
145:One World Trade Center
141:Australian Labor Party
1341:ABS-CBN Entertainment
1026:"The Character Issue"
430:ABS-CBN Entertainment
397:
365:Tribeca Film Festival
268:
261:By the Obama campaign
1761:Official Gotham page
1648:(11 December 2015).
1491:UnderConsideration.
1051:"To the Letter Born"
888:"Freedom Tower Type"
779:Practical Typography
233:On the Freedom Tower
1600:Hoefler, Jonathan.
1414:New York University
1343:. September 9, 2013
1309:ABS-CBN Corporation
836:on 5 September 2012
695:"Type Off The Wall"
422:ABS-CBN Corporation
360:Saturday Night Live
345:, television shows
275:2008 Obama campaign
21:
1626:. Hoefler & Co
1410:"Style & Tone"
1204:The New York Times
1096:"A Change We Made"
981:on 22 January 2009
952:on 4 February 2009
771:Butterick, Matthew
617:on 2 February 2003
591:on 7 February 2003
585:"Gotham: Overview"
442:ABS-CBN Foundation
419:media conglomerate
271:
207:The New York Times
165:Creation and style
110:Tobias Frere-Jones
64:Tobias Frere-Jones
1817:Digital typefaces
1765:Hoefler & Co.
1738:Macmillan, Neil.
1442:"Brand Standards"
1155:on 5 January 2009
1030:Los Angeles Times
679:978-0-300-21929-6
451:Kapamilya Channel
390:Landor Associates
298:Observers of the
155:Hoefler & Co.
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78:Hoefler & Co.
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1519:. 21 March 2018.
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1469:. Archived from
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640:"Gotham:History"
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561:. Archived from
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501:Telkom Indonesia
460:On 30 May 2014,
446:Rotis Semi Serif
159:Jonathan Hoefler
29:
22:
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1788:at Fonts in Use
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491:New South Wales
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308:New Baskerville
304:Hillary Clinton
277:used the serif
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104:is a geometric
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1755:External links
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1675:Soskolne, Sara
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1646:Soskolne, Sara
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799:Covey, Jacob.
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466:Helvetica Neue
455:A2Z Channel 11
438:ABS-CBN Sports
388:, designed by
338:
337:Other examples
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251:Fourth of July
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47:Classification
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