...if you live in the United States of America.
Regarding the identity elements above, esteemed type foundry Hoefler & Frere-Jones note that today marks "an All-H&FJ election": "Continuing the signature voice of its 2008 campaign, Obama for America kept Gotham as its typographic keystone, this year adding our Sentinel typeface as a companion slab serif. The GOP chose fonts from H&FJ as well, the Romney campaign settling on Mercury for its serif and Whitney for its sans." And while we can't complain about either party's excellent typographic choices, Hoefler asserts that design makes a difference, citing a study by researchers at the University of Illinois at Urbana-Champaign:
Bad typography may be useful in softening the stance of the politically extreme. The theory is that awkward or uncomfortable typography disrupts a reader's "confirmation bias," one's tendency to only see things that are agreeable. What amateur typography might do for a candidate's credibility is anyone's guess, and whether the study's choice of Times Bold really counts as an acceptable control for "good typography" remains an open question. But I look forward to the 2016 election, in which the honorable grunge candidate will face off against his esteemed colleague using Comic Sans.
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