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How 2020 Democrats could rewrite the rules of political typography yello.substack.com/p/how-2020-dem…
Like much of campaign visual rhetoric, typography can seem like an afterthought. But the distinctive fonts used by Dem primary candidates signals there’s a greater emphasis on political typography today. Single-letter logos are out, and wordmarks are in. yello.substack.com/p/how-2020-dem…
Klobuchar’s campaign uses Mackay, a generous, full-bodied serif typeface that looks unlike anything else in national politics. It feels relatively ornate, and well suited for a short, simple wordmark like “Amy” as opposed to the full “Klobuchar.” yello.substack.com/p/how-2020-dem… 
The rare use of serif typefaces stand out from the rest of the field. Sanders used Jubilat for 2016 and 2020. Along with the wavy red and blue mark in the campaign logo, it has become instantly recognizable and adapted. yello.substack.com/p/how-2020-dem…
Some of the Democratic presidential candidates resemble their campaign typeface. You can see it in Abolition, the tall, condensed typeface used by the lanky O’Rourke. yello.substack.com/p/how-2020-dem…
Brother 1816, the geometric typeface used by Biden’s campaign, evokes a free-wheeling fraternalism fitting for his aviators-wearing “Uncle Joe” persona through its name and details like triangular As, Ms, and Ns, and a playful, curved Q tail. yello.substack.com/p/how-2020-dem…
Some campaign teams ask type designers for customizations, as Booker’s did when they reached out to the creator of Conductor. Small adjustments were made to the letters R and Y in anticipation of a “Cory” wordmark. yello.substack.com/p/how-2020-dem…
Fun fact: Navigo, the typeface used by the Gillibrand campaign, was originally designed as a visual identity for the Moscow City District in Russia’s capital. yello.substack.com/p/how-2020-dem…
Harris’ campaign uses type to make a reference to the past. Its use of Bureau Grot is inspired by the tall condensed type used by Rep. Shirley Chisholm, the first black woman in Congress and the first to run for the nomination of one of the major parties. yello.substack.com/p/how-2020-dem…
Mallory, the typeface used by Castro, began as “a personal experiment in dual citizenship” with American and British influences, per its designer’s site, and Castro’s wordmark emphasizes his heritage with a light blue accent mark. yello.substack.com/p/how-2020-dem…
Williamson appears to be using Proxima Nova, a fairly unoriginal type choice. But it’s paired with a distinctive filled-in “2020” mark. Her campaign also uses Hitchcock, a typeface inspired by Alfred Hitchcock film’s title sequences. yello.substack.com/p/how-2020-dem…
Of course a candidate from the Midwest would use Industry. It’s one of the typefaces used by Buttigieg and it was designed by the same firm that made O’Rourke’s typeface yello.substack.com/p/how-2020-dem…
Warren’s wordmark is custom (appears to be based off Brandon Condensed Grotesque), and on social graphics and ads, she uses Ringside. Her type and use of the color green is reminiscent of 1920s, ‘30s, and New Deal-era design trends yello.substack.com/p/how-2020-dem…
.@dougthomas31:"There’s a lot more variety this time than past campaigns.” While the crowded 2016 Republican field kept to similar typefaces and colors, 2020 Democrats are using typography to “evoke new ideas.” yello.substack.com/p/how-2020-dem…
@dougthomas31 I write a weekly newsletter called Yello that covers visual rhetoric in politics, along with political culture and branding. It’s politics for your eyes. Subscribe here —> yello.substack.com
@dougthomas31 .@frerejones: “more effort is being put into this and it’s not just being treated solely as a bumper sticker. Before it was a newspaper ad, a TV ad, a bumper sticker, a yard sign, maybe a couple of other things. Now it’s all that plus more merchandise.” yello.substack.com/p/how-2020-dem…
@dougthomas31 @frerejones The weekly Yello newsletter is free, but paid subscribers get exclusive access to bonus stories every week. Covering visual rhetoric can get pricey (do you know how much all those fonts cost?!!) Subscribe here —> yello.substack.com @yello_zine
