Recognise this font? Gotham has been used by many brands since its debut, and is still going strong today.
Created by Tobias Frere-Jones in 2000, this sans-serif has become a go-to for everyone from top digital agencies to presidential campaigners. Gotham’s design draws its inspiration from the architectural signage that was all the rage in the mid-20th century, especially in New York City. This signage, characterised by bold and clean aesthetics, are a signature element of the city’s visual landscape.
Some may say it’s even the font of the decade.
Originally commissioned by GQ magazine, Gotham was exclusive to their branding until 2002. When this exclusive license expired, the font was released for public use and quickly gained widespread popularity. It has since been featured prominently in ad campaigns, corporate logos, and advertising for iconic brands like Taco Bell, DC Comics, Starbucks, and most famously, in the 2008 presidential campaign for Barack Obama.
So, why does it work so well?
Obama’s 2008 Presidential Campaign
Gotham was catapulted into the spotlight during Barack Obama’s 2008 presidential campaign, notably used in the iconic “HOPE” poster.
The choice of Gotham for the campaign was strategic and impactful. Its clean, strong lines and modern feel conveyed a sense of reliability, while its open letterforms resonated with a message of inclusivity. This combination was perfect for a campaign that aimed to inspire a broad demographic with themes of hope and change.
Gotham’s ability to balance authority with approachability made it an integral part of the campaign’s success, visually encapsulating the essence of Obama’s message and helping to unify a diverse voter base.
Gotham in big brands
Spotify – uses the font to enhance its image as a user-friendly and modern digital music platform
Coca Cola – incorporated Gotham into certain advertising campaigns to maintain a fresh and approachable look.
GQ Magazine – Gotham was originally commissioned by GQ magazine and has been used extensively in their branding and editorial design.
Netflix used Gotham all the way up until 2018. They swapped for one main reason – Licensing fees. Using Gotham was becoming increasingly expensive for Netflix, especially given the global scale of their operations. Every time the font was used across different platforms and regions, Netflix incurred significant costs. By creating their own font, Netflix Sans, they aimed to eliminate these recurring expenses. Noah Nathan, Netflix’s brand design lead, mentioned that this change could save the company millions of dollars annually, as typeface licensing can be very costly for a company of Netflix’s size and reach.
When to use Gotham
As a design agency, we’ve used Gotham in our own works previously. You’ve got to know when to use this font and the message it communicates to your audience.
Gotham excels in branding and corporate identity projects where a clean, professional, and modern look is desired. Its straightforward, no-frills design communicates reliability and clarity, making it perfect for logos, business cards, and corporate websites. For example, when designing for tech companies or start-ups, Gotham can convey innovation and forward-thinking without overwhelming the viewer with unnecessary complexity.
In digital interfaces, Gotham’s readability at various sizes is a significant advantage. It ensures that text remains clear and accessible on screens of all dimensions. This makes it a go-to choice for user interfaces, web design, and app development, where user experience is vital.
If you aim to evoke a sense of warmth and personality, you might pair Gotham with a more playful or organic typeface to balance its modernity. Conversely, for projects requiring a strong, authoritative presence, using Gotham in bold weights can amplify its impact.
The key to successfully using Gotham lies in its thoughtful application. By aligning the typeface with your design’s goals and context, you can create effective visual communication.
How we can help, as a digital agency
Our team of expert designers understands the nuances of font selection and how it impacts your overall branding strategy. Whether you’re looking to incorporate Gotham for its modern and professional appeal or seeking the perfect typeface combination to reflect your brand’s personality, we’re here to guide you through the process.
Whether it’s branding, web design, graphic design – whatever it is, let us help you make informed design choices that align with your brand’s vision and goals.
Contact us today to discover how we can bring your ideas to life with the perfect typography and design solutions.