Typefaces and Connotations

This site provides examples of how typefaces evolve and develop connotations depending on what they are associated with. More specifically, how a political campaign or agenda can take perceivable ownership over a typeface and pass on that stigma regardless of the timeframe or context. Our focus is to evaluate three notably impactful political shifts in “campaigns”; Nazi Germany vs. the US in the 1950-70s, how the Gotham typeface became mainstream after it was used in Obama’s 2008 political campaign, as well as the current shift from Obama to Trump’s campaign. Here we can evaluate how a typeface used completely outside of any political context can be implicitly perceived as negative or positive as a result of the exposure it has previously had as the main visual indicator of a political campaign. 




Images used for drawing:

https://www.bbc.com/news/world-us-canada-44732099 (Trump hat) 

https://www.itsnicethat.com/articles/futura-the-typeface-book-andreas-koop-graphic-design-201017 (Futura) 



en.wikipedia.org/wiki/Barack_Obama_2008_presidential_primary_campaign (Obama Logo)