Fontography of the Candidates

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The fonts that presidential candidates select for their campaign logos reflect an important act of political branding. Sam Berlow of The Font Bureau Inc. says the logos all speak volumes about the candidates they represent.

The Bush/Cheney was great. It just had that incredible NASCAR feel with the slanted sans serif saying, "We're going really fast. Hang on." If you look at Hillary’s campaign, it’s really a throwback to Reagan and Bush. It has that feeling of old typography from the '70s and '80s. It’s serif. It’s sort of highwaisted, as if the lower case, the pants had been pulled up too high. It feels sort of like a bad Talbots suit. Doesn't quite fit right.

Well, there are several oddities about the Huckabee design. The six stars that sort of floating down like snowflakes are a bit odd, and the swash that reminds me of Coca-Cola. And then there’s this yellow element in the type.