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Politics Biden campaign rolls out new fonts from typeface powerhouse Hoefler & Co.

00:05  07 july  2020
00:05  07 july  2020 Source:   businessinsider.com

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A Treasury of Wood Type Online | Fonts by Hoefler & Co . H& Co designs fonts for print, web, and mobile environments. TypeThursday sat down with Hoefler & Co . typeface designer, Andy Clymer. We talked about his love for coding, how it can help your design process, and developing the shaded

Hoefler & Co . (H& Co ) is a type foundry in New York City, founded and run by type designer Jonathan Hoefler . H& Co exclusively designs original typefaces , developing them for both the retail market and individual clients, and publishes its fonts on its website.

Joe Biden holding a sign: Former Vice President Joe Biden Justin Sullivan/Getty Images © Justin Sullivan/Getty Images Former Vice President Joe Biden Justin Sullivan/Getty Images
  • Former Vice President Joe Biden's campaign is introducing a new set of fonts, Decimal and Mercury, to be used "across campaign content like graphics, video, and more."
  • The presumptive Democratic nominee has tapped Hoefler & Co., a legendary typeface company featured in a Netflix documentary and behind many of the country's most storied brands.
  • Hoefler & Co. have done typefaces for the Obamas, Rolling Stone, Twitter, Tiffany & Co., the Guggenheim, Condé Nast and Nike.
  • "Decimal's main inspiration comes from the typefaces used in wristwatches," Robyn Kanner, the Biden campaign's senior creative adviser, told Insider.
  • Visit Business Insider's homepage for more stories.

The Biden campaign is rolling out two new fonts heading into the November election.

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H& Co designs fonts for print, web, and mobile environments. A muscular inline defined by its sporty raceway, our new Cesium typeface is sister to the slab-serif Vitesse, and cousin to the sans-serif Forza.

It is published by Hoefler & Co ., the company of Frere-Jones' former business partner Jonathan Hoefler .[10] The font is currently The Gotham typeface was initially commissioned by GQ magazine, whose editors wanted to display a sans-serif with a "geometric structure" that would look "masculine

"Decimal" and "Mercury" will be tasked with evoking the 2020 presumptive Democratic nominee's campaign ethos of "the battle for the soul of the nation," Biden for America Senior Creative Adviser Robyn Kanner told Insider.

The pair of fonts come from Hoefler & Co., a legendary typeface company behind the lettering seen in iconic American brands, such as Rolling Stone, Twitter, Tiffany & Co., the Guggenheim Museum, Condé Nast, and Nike.

Hoefler & Co. also came up with the "Gotham" typeface used by both Obama campaigns, as well as "Ringside" for The Office of Barack and Michelle Obama.

The Biden typefaces are not fully replacing anything, but rather coming into the fray as the general election nears.

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Hoefler & Co ., the creators of Peristyle, are moving their library to OpenType. And because OpenType fonts are virtually limitless in the number of characters contained therein, Hoefler & Co . chose to expand their language coverage by establishing the Language Research Program in 2005.

Hoefler Text is an old-style serif font by Jonathan Hoefler and released by Apple Computer Inc. (now Apple Inc.) in 1991 to showcase advanced type technologies. Intended as a versatile font that is suitable for body text, it takes cues from a range of classic fonts , such as Garamond and Janson.

"This campaign is about the battle for the soul of the nation," Kanner wrote in an email to Insider. "That battle needs to be fought and won with the truth — the American people deserve that much. To that end, Decimal and Mercury were chosen based on their roots in the truth."

a close up of a logo: A markup of the Biden campaign's new fonts, Decimal (red) and Mercury (blue). c/o the Biden campaign © c/o the Biden campaign A markup of the Biden campaign's new fonts, Decimal (red) and Mercury (blue). c/o the Biden campaign

The two typefaces offer their own uses based on the choices made by designers in the glyphs, or the shape of each letter.

"Decimal's main inspiration comes from the typefaces used in wristwatches," Kanner wrote. "It's true as time."

Featured in the smaller red print within the markup provided by the campaign, "Decimal" features small serifs, known in typography as decorative shapes on the end strokes of a letter.

"Mercury," on the other hand, is sans serif, a style meant to be more easily readable and more commonly seen in digital fonts or big advertisements like posters and billboards.

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Hoefler & Co ., New York, NY. 26K likes. H& Co designs typefaces , which you'll find exclusively at typography.com. Learn about our work in Netflix's See more of Hoefler & Co . on Facebook.

See more of Hoefler & Co . on Facebook. I’ve been spending time with the archived versions of the website fo r the Obama White House , and put together a little chronology of the fonts they used A typographic gallery, designed by me and Brian Hennings, showing our new Cesium typeface with a

"Mercury's primary use has been used in print, for various magazines and newspapers," Kanner wrote. "It holds the truth of a written word."

Similar to the earlier version of the Obama campaign's "Gotham" typeface, "Mercury" has a smoother look without the serifs but carries a weighty proportion to it.

The Obama campaign initially used "Perpetua," a plain serif typeface, with the switch to "Gotham" coming later on.

"Gotham" was originally commissioned for GQ Magazine, but its versatility across digital and print proved fruitful for the Obama campaign in carving out a new look for itself.

The typeface is also used by One World Trade Center.

Biden's new font made its debut in a Fourth of July ad, playing off of the juxtapositions of American traditions and aspirations.

Read the original article on Business Insider

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H& Co 's Andy Clymer made this great little animation featuring Operator, our newest font . The ampersand from our Obsidian typeface . The tools that helped make the typeface allowed us to control the angle and intensity of the illumination.

Share this Rating. Title: Jonathan Hoefler : Typeface Design (25 Sep 2019). Company Credits. Production Co

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