Gotham Taster

“Font of the decade.”

-USA Today

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Designed by Tobias Frere-Jones, originally for GQ Magazine, Gotham has become one of the most popular typefaces of the modern era and has been heavily used throughout the advertising world. Described as the ‘font of the decade’ by USA Today, Gotham is certainly making its mark. Notably appearing in Barack Obamas presidential campaign and used as the title text for many films, including Inception along with many others. It seems like no matter who you are Gotham has a voice for you.

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TOBIAS

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FRER

“I suppose there’s a hidden personal agenda in the design” said Frere-Jones.

“To preserve those old pieces of New York that could be wiped out before they are appreciated. Having grown up here I was always fond of the ‘old’ New York and it’s lettering”.

It’s easy to see where the inspiration has come from when looking through Tobias’ Twitter or blog, the hand lettering he seems to be attracted to is simplistic and straight to the point, yet also has class and substance.

RE-

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Barack Obama’s 2008 Presidential campaign is a key moment in Gotham’s short but impressive history.

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Image by Shepard Fairey

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Gotham vs Religion a study of glyphs

Religion can often get in the way of seeing what is right or wrong.

Conflicting interests, ideals and histories play a huge part in each of our lives. But what if the greatest typeface of our century could change that? Well, it’s definitely not likely. However I was interested in translating historically rich and iconic symbols into the fresh squeaky clean language of Gotham.

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O O O Light

Book

Gotham vs Buddhism Dharma Wheel

Bold

Medium

Book

Light

Gotham vs Christianity The Cross

Medium

Bold

Light Book

Gotham vs Judaism The Star of David

Bold Medium

O

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THE ALL-AMERICAN

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SUPERSTAR

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Tobias was inspired by hand painted signage around his home in Manhattan, New York.

When asked to create a typeface that fit the brief of being sans-serif with a geometric structure that would also look masculine new and fresh Frere-Jones hit the streets with his camera for source material.

He was especially interested by a sign on the Port Authority Bus Terminal and other lettering on older buildings around New York.

“(It needed to be a typeface) that was going to be very fresh and also very established to have some sort of credible voice to it� as Jonathan Hoefler described.

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Gotham Gotham Gotham Gotham Gotham Gotham Gotham Gotham

GGGGG thin to ultra

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GGGG the faces of Gotham

Gotham Gotham Gotham Gotham Gotham Gotham Gotham Gotham

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abcdefghijklmn opqrstuvwxyz 1234567890 Thin

weig abcdefghijklmn opqrstuvwxyz 1234567890 Light

abcdefghijklmn opqrstuvwxyz 1234567890 Book

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abcdefghijklmn opqrstuvwxyz 1234567890

ghts Medium

abcdefghijklmn opqrstuvwxyz 1234567890 Bold

abcdefghijklmn opqrstuvwxyz 1234567890 Ultra

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Hayden Mitchell

SOURCES typography.com fontsinuse.com frerejones.com myfonts.com fontbureau.com linkedin.com

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en.wikipedia.org obeygiant.com