Can a typeface truly represent a presidential candidate? It depends on the typeface and the candidate. John McCain’s printed material relies on Optima, a modernistic sans serif designed by the German type designer Hermann Zapf in 1958 that was popular among book and magazine designers during the 1970s.
While it is not the most robust sans serif ever designed, it is not entirely neutral either. It embodies and signifies a certain spirit and attitude. And if a typeface is not just an empty vessel for meaning, but a signifier that underscores personality, then it is useful in understanding what the candidates’ respective typefaces are saying about them and their campaigns.
So, I asked various designers, design curators and critics, who get rather heated when it comes to analyzing type design, to weigh in on two questions regarding Senator McCain’s campaign logo set in a bold version of Optima: What does Optima say about John McCain? And should this, or any, candidate be judged by a typeface?