• The Guardian , Wednesday, November 5, 2008 10:46 AM

Leave it to the Brits to explicate Obama's "trans-media, upmarket consumer brand" by looking at the typeface used for the headlines on its campaign materials. It's Gotham - "a gloriously unfussy sans serif designed by Tobias Frere-Jones in 2002," we're told. "Gotham is assured, elegant, and plain-speaking -- just like Obama."

"Hillary's soporific serif, a horribly heavy weight of New Baskerville, feels stuffy and elitist," the article continues. "John McCain's branding is unashamedly militant; his sans serif Optima is the same as that used to engrave the names into the Vietnam Veterans Memorial wall in Washington."

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