Roth Brothers

Remember the typography wars of 2004, when Bush-Cheney signage used those big italic capital letters and Kerry-Edwards had that prissy New England serif face and as a result everyone voted for the wrong guys and we got the Iraq War?

Well, 2008's gonna be different. Obama is using Hoefler and Frere-Jones's righteous Gotham typeface, all-caps, whose early-'60s-style vernacular neomodernism matches his message of positive change and Kennedy-style thin lapels perfectly. Jonathan Hoefler and Tobias Frere-Jones discuss Obama's use of Gotham on their company blog, then go negative on the Clinton and McCain campaigns' inferior typography.