Would you cast your vote for Hillary Clinton's custom typeface?
“The newest iteration of Sharp Sans was conceived for the Hillary Clinton 2016 campaign” says New York based design studio Sharp Type Co on its creation that has already been buzzed around a lot. “Michael Beirut and the Pentagram team chose Sharp Sans Display No.1 as the main typeface of the campaign identity, but such a monumental project required a sturdier and more utilitarian typeface. “The new Sharp Sans is completely redrawn and shaped by the rigorous typographic demands of modern visual communications” adds the studio. “What sets the new Sharp Sans apart is a raised x-height, and newly opened counters that make it optimal for both text and display layouts; a new, more versatile approach, of which the previous two Display versions were not designed for. We call the new Sharp Sans our ‘use it for everything’ font”.
Jesse Reed and Michael Bierut designed the logo, color palette and first Unity sketches back in June 2015. “Unity is a modification of Lucas Sharp’s Sharp Sans, which is itself a re-envisioning of the early ’70s type Avant Garde. Differences between Unity and Sharp Sans include rounding of the superscript dots, punctuation marks, and counters” reports Broadly’s Rachel McCarthy James. “Giving the typeface a name that’s consistent with all of the messaging that the campaign has used since the beginning [is] a powerful symbol” says Geoff Yost, a partner and designer at a Charleston SC branding agency, Annex Studio, who wrote about Clinton’s branding last year.
Sharp Type is a digital typeface foundry based in New York City founded by type designer Lucas Sharp and partner Chantra Malee. The foundry produces custom & retail typefaces for print, digital, environmental design, brands, corporations, and publications. For more check here.
May the best font win.