Campaign typography

"Put the word 'change' in Comic Sans and the idea feels lightweight and silly. Place it in Times Roman and it feels self-important. In Gotham, it feels just right. Inspiring, not threatening. In the end, typography makes a real difference when it delivers words and ideas that are relevant to people. And for many, that seems to be the case here."

From a New York Times interview with designer Brian Collins on typography and the Obama campaign: To the Letter Born.

Gotham is the work of Hoefler & Frere-Jones, who also have some thoughts on campaign fonts: Fontogenic . . . and Non-Fontogenic.