Maybe seeing Gotham on the Maury show is enough to throw people off of its use? All we can do as designers is to respect each layout as unique and approach it with a different set of eyes each time. This is part of the joy of fonts and cannot ever be owned by one person or by an ideal of design. And once a font has been put out there, no designer can control its use. I don't think Gotham has run its course yet. It is still just as amazing as the first time I saw it, but I am less inclined to use it simply because I want to approach each design in a fresh way. For me, I see it so much in so many situations that its uniqueness has worn off. Is it time for Gotham to be transitioned out? This is in the eye of the beholder and user. I now see it in banner ads, websites and in TV shows. It is no secret anymore to be used by only the very careful designer with a concern for good typography. Then, I saw it on larger advertising and some unusual places that I was not expecting.īut, like Helvetica, I feel that Gotham has become so overused, that it has lost its sparkle and allure. It has also made appearances on several movie posters, in fairly nice layouts. I also saw it used in some Target packaging. ![]() It brought beautiful layouts to life and made good typography better.Ĭoca Cola used Gotham for their "Open Happiness" campaign. Unfortunately, I guess almost every other designer had the same idea as me. ![]() Suddenly, it became the "go to" font for almost every layout. It comes in a great array of styles.Īs a designer, when this font became more popular, I was in love. It is also perfectly modern and a great combination with almost any other typeface. It is simple and classic like Helvetica but rounded and more architectural. From these humble beginnings comes Gotham, a hard-working typeface for the ages." "Every designer has admired the no-nonsense lettering of the American vernacular, those letters of paint, plaster, neon, glass and steel that figure so prominently in the urban landscape. This is an excerpt of their description of this font. Gotham was designed by the Hoefler Frere-Jones foundry in 2000. ![]() A clear, simple message of hope and modern change. For the campaign, it was the typographic embodiment of everything the new president was trying to accomplish. I think it was during the presidential campaign for Barack Obama that I started to notice a beautiful font called Gotham.
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