As professional communicators, we know that typography plays an important role in defining a company, product or person. So what do the fonts used by politicans say about them? Type designers Sam Berlow and Cyrus Highsmith of The Font Bureau Inc., decode the current US presidential candidates. Their analysis can be read below or you can view the original article at: The Boston Globe.
This made us think about the logos used the recent Australian Federal election, and the only one that really stuck with us was KEVIN07. GlobalLogos claim Kevin Rudd’s KEVIN07 logo (commented by them below) was recognised by 94.4% of those under 35 in John Howard’s Bennelong electorate. This is extremely high, given Coca-Cola’s worldwide brand recognition is estimated at 94%.
If this stuff is right up your alley, check out http://www.4president.org/ who have presidential wannabe logos from the last 13 US presidential campaigns, starting from JFK.
But for now, who'd have your vote? Here's what Berlow & Highsmith have to say...
The Hillary type palette is far from fresh and colorful; it is begging for legitimacy instead of demanding respect. It projects recycled establishment. The type has a tired feeling, as if the ink has been soaking into the page too long. The Hillary logo has the look of an '80s newspaper layout or an investment company. The tall lower-case reminds me of someone with their pants pulled up too high. I wonder about the significance of the three stars and three stripes. A third term?
Edwards is the only candidate to use a sans serif typeface for his main typeface. Sans serif typefaces do not have the added elements at the ends of the vertical and horizontal strokes. Unlike many of the traditional sans serifs used in campaigns, Edwards's typeface is open and friendly. It's utilitarian. In past campaigns, Edwards used a serif typeface. Perhaps he is subtly distancing himself from his unsuccessful 2004 bid. The Edwards type is very Wal-Mart, tabloid, middle class. Not a whiff of high-powered lawyer.
Obama's type is contemporary, fresh, very polished and professional. The serifs are sharp and pointed; clean pen strokes evoke a well-pressed Armani suit. The ever-present rising sun logo has the feeling of a hot new Internet company. His sans serifs conjure up the clean look of Nike or Sony. This typography is young and cool. Clearly not the old standards of years past.
Huckabee has the most inexplicable selection of typography and graphics, from the six floating stars to the white stripe seemingly stolen from the Coca-Cola logo. The overall effect is clutter. The main typeface, used to set the candidate's name, is very tightly spaced, or tightly tracked, as typographers like to say. Some letters, like kab, are actually touching each other. Then "Mike" is tucked in between the H and k as if "we almost forgot to tell you his first name." Setting FAITH. FAMILY. FREEDOM. in such a thin weak sans serif feels as if it was added as a committee compromise or an afterthought. The type is too light, too small, and does not have a real voice.
Like Clinton, Giuliani has abandoned his last name nearly completely. Rudy is four easy-on-the-eyes letters set in a strong serif with an eye-catching red border. It is set in a strong, bold serif typeface; the serifs themselves are clear and decisive. Using his short four-letter name allows him to set it particularly large. His message is all about Rudy, name recognition. The enlarged R introduces the other letters like a big, protective parent.
McCain uses type that is a perfect compromise between a sans and a serif, what type geeks call a "flared sans." Not quite sans and not quite serif, sort of in between, moderate, not too far in either direction. The strokes have contrast between the thick and thin, creating the feeling that the ends are going to have cute little serifs, but they just flare out a little, not forming actual serifs but wanting to. The military star centered and shadowed is a not-so-subtle touch. And McCain just says "President," as if to say he's already been elected. Everything about this logo says you can buy a car from this man. From the perfectly centered star to the perfectly spaced type, the entire design looks like a high-end real estate company. McCain has done something no other candidate has done, he uses all blue, no red - not even a dash. If we were to predict the results based on typography and design, we would pick McCain and Obama.
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