What font says ‘Change’?

Posted on February 3, 2008 

What font says ‘Change’?

Type designers decode the presidential candidates

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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