So in my travels across the vast reaches of the interwebs, I’ve stumbled across this fantastic website fontsinuse. Which is a blog that analyses the fonts used in websites such as Hillary Clintons presidential campaign, to New Zealands recent bank note redesign, etc. It is a hugely compressive blog that gives in-depth detail on why certain typefaces are used, their impact on the reader and creating best practice for your design.

Really I’ve only begun to scratch the surface of what fontsinuse offers, but I thoroughly look forward to delving into this site and extracting as much information as I can in order to improve the final result of my project.

Hillary Clinton’s 2016 presidential campaign launched today with a website, video, and brand identity. The main typeface is called Unity, a customization of Sharp Sans by Lucas Sharp. Mercury is used for the quotation on the front page.

It is clear to see the Barack Obama campaign’s influence on US politics ever since it debuted in 2008. In the years that followed, candidates moved from frumpy book faces to bold sans serifs, and Obama’s Gotham was a consistent favorite. With Sharp Sans, the Clinton campaign chose a design in a very similar vein: an unadorned Geometric sans with a large x-height and regularized letter widths. One difference is this site’s more frequent use of lowercase, striking a friendlier tone than the commanding, authoritative all-caps of Obama 2008 and its followers.

The Hillary identity and website are not yet as refined as its models. There are two optical size versions of the Unity family shown on the site: Text and Display. Unfortunately, the web designers swapped their intended use: employing the very tightly spaced Unity Display for small text (e.g. navigation), instead of large text (e.g. headlines). This is especially damaging on the biography page where the tiny spaces between letters, combined with wide open counters, create a patchy ryhthm and strain the reading experience.

The logo — an ‘H’ with a plain arrow for the crossbar — is also fairly uninspired. Still, I think they’ll figure it out. Obama’s initial identity wasn’t as iconic as its revision.

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