Where do typefaces get their voice?
Why do we treat certain typefaces in certain ways. Why are serif faces regarded as elegant and sans-serif typefaces commonly associated with the future, technology and progress? Are there inherent design details of these typefaces that embody these traits or have we learn to associate these ideas with the typefaces based on the context they were originally used in.
Gotham, Optima and Helvetica
This typeface was thrust into proliferation due Scott Thomas' choice to use it as the official type of choice for the Obama campaign. It is said to be the result of American Modernism though I think that in some ways it reminds me of the type used on Communist propaganda (which was albeit more condensed.)
The connotation, I ponder, is one born out of contrast between Hitler's fascism (then the Fraktur, today the serif) and Stalin's communism (the almost geometric sans-serif.) I believe examples like these strong visual languages forever tainted our understanding of type. Our understanding of these ideologies influenced our reading of the typefaces. Fraktur/Serif type is deeply rooted in traditional, which is generally of a capitalist/fascist background whereas the reaction to this, both politically and visually, was communism which focused on the people and released them from the shackles of fascism (all those serifs). The choice for Obama's campaign to use Gotham vs McCain's use of Optima, or in fact, most other Presidential Candidates' use of serif typefaces, is rooted in the visual political history more than the forms of the glyphs.
McCain's choice of Optima suggests a world becoming more liberal. Although the differences between Optima and Gotham are stark (in that Optima, being Humanist, seems to have deep Roman, read traditional, roots) they both are technically sans-serif typefaces. Both liberal and conservative candidates chose to distance themselves somewhat from traditionalism, often associated with serif typefaces.
Hoefler and Frere-Jones claim that:
Political typefaces have a way of being chosen because they underscore (or imagine) some specific aspect of a candidate, working hard to convey "traditional values" or "strength and vigilance," or any number of graspable populist notions. The only thing Gotham works hard at is being Gotham.
In other words, they believe that Gotham is an American Helvetica, which I believe may be true for other applications but not in the case of politics. In this case Gotham was chosen because it was The People's Typeface, as opposed to the Traditional Typeface.
I believe that H&FJ make this clear when they speak about Gotham in a context other than Obama's use of it. They say GQ had a dual agenda of wanting something that would look very fresh, yet very established, to have a credible voice to it,
Here they admit that Gotham did bring a voice and it's the key phrase "fresh, yet very established" that I believe would lead a design team for a man who's policies have been criticized of being socialist, to choose this typeface.
H&FJ claim that Gotham is the American Helvetica, Helvetica being the Swiss neo-grotesque sans-serif that was designed by Max Miedinger in 1957 and devoured by the modernist community who were rebelling against the decorated, embellished and overworked design of the 19th Century. They saw things like serifs and stroke contrast as superfluous additions that complicated the form and that the type should be whittled down to only the forms necessary for function.
Garamond, Baskerville and Rockwell
If Gotham seems to represent a culture that wanted to set themselves apart from Traditionalism then Baskerville, Caslon and Garamond represent that traditionalism. Garamond was one of the first typefaces created as movable type, which is what enabled the first printing techniques. As these techniques were expensive at first the only people who could afford to produce printed works (in these typefaces) were those with enough money. Of course a capitalist model existed at the time and allowed individuals or organizations to gain enough money to print. For this reason, we also associate elaborate handwriting (with gratuitous swooshes) with grandness; because the only people who could afford scribes were the rich.
As printed books became the main method for established organizations, like Universities, governments/monarchies, churches and the like to distribute their ideologies and teachings, the typefaces used became associated with establishment, dependability, trustworthiness and formality. Later, typefaces like Caslon and then Baskerville would try to modernize these serif faces by increasing contrast (then possible due to newer technologies.) These were Transitional Serifs.
As new tried to differentiate themselves from old we see visual progress. Didot continues the exploration Baskerville started of contrast between stroke widths (and takes this much further.) Didot is part of the modern Serifs.
The final development in serifs is—as we can expect—a reaction to the high contrasts of the modern serifs. We find this in the low-to-no contrast slab serifs such as the popular Rockwell and the contemporary Archer (which, trying to be new, adds the cheeky ball terminal to contrast with the neo-grotesque block serifs.)
Organising Type by Class and Political Ideology.
In the table below I've loosely organized the different types of type into social class and political leaning. Generally the more higher affiliation to political leaning you are trying to appear, the more extreme your type choice would be. Gotham is more socialist than Helvetica which is more Socialist than Optima. Times New Roman is traditionalist but not as much as Didot which pales to Baskerville. The idea of classes apply in a much greater more in a traditionalist society than a socialist one who try to abolish class.
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Fascist (Traditionalist)
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Socialist (Modernist)
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Upper Class (More Extreme)
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Baskerville
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Gotham
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Middle Class
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Didot
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Helvetica
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Lower Class (Less Extreme)
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Times New Roman
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Optima
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Below you can see typefaces on a scale from most traditional to most modernist.
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Very Traditional
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From Traditional to increasingly Modernist
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Very Modernist
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Baskerville
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Didot
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Times New Roman
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Optima
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Helvetica
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Gotham
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