body bg wrapper bg wrapper bg home news opinion sections classifieds affiliates
advertisement

« Oscar-morning-after quarterbacking | Main | Prince William: War hunk. Who knew? »

Politics, thy name is 'typeface'


Hillary is starting to remind us of that snake in 'The Jungle Book.' Mogli better not trust her. Kaa, that was his name. It's still one of our fave kid movies.


The Barackster, tho, seems to be treating her like a fly at this point. Pesky, but an annoyance, nothing to take too seriously cause he knows she'll be back to bother again soon, flying in sideways with some sort of nonsense. Nice on the picture, BTW. Skirts are not a great look on any man, save Sean Connery, but we applaud B for taking some fashion chances. Tee. Wonder who the dirty trickster is? Also, we super loved the dance Hillary did when asked about releasing her tax forms. Any more juggling and she could audition for Ringling Brothers.


We finally found out where we can get a pink Mac computer. You can order a new MacBook Air and customize it at www.colorwarepc.com. TRES exciting!!!!! Our whole life has been changed by this news. We'll be ordering soon. Those Mac folks are missing out by not offering this option on their own.


We pass along a tidbit by way of the husband of our esteemed galpal Ali Berlow, a top chef and food writer from Martha's Vineyard, who looks like a Ralph Lauren model. Wish we could post a pic. Anyhoo … her husband Sam Berlow runs a company in Boston called The Font Bureau. Recently, he was interviewed by public radio there with the host Brooke Gladstone about the fonts on the logos of presidential candidates and what it all meant. His responses were totally fascinating.

Here are some excerpts:

BROOKE GLADSTONE: Do you think that typefaces really say anything about the candidates?


SAM BERLOW: I think they say quite a bit. If you look at Bush/Quayle, Quayle is the very, very thin, spindly serif typeface and the Bush is a very strong sans serif and it’s set really big. I think that said a lot about that campaign.


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.


BROOKE GLADSTONE: Now, let's talk about Obama's. You think his is pretty hip and cool, right?


SAM BERLOW: I do. They made big, beautiful posters that would say, South Carolina loves Obama, headlines set in a very classy sans serif font called Gotham. It's very clean. It doesn't have any lumps or big balls at the end of the characters. It sort of ends very crisply, like a manicured set of nails — very metrosexual.


BROOKE GLADSTONE: If it were a suit, what would it be?


SAM BERLOW: Armani.


BROOKE GLADSTONE: Now, you say that Huckabee's design is cluttered and confusing. Can you tell us about that?


SAM BERLOW: 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. The only yellow that I could find in the past was Nixon/Lodge and Goldwater, which puts him in interesting company.


And then the type itself is squished together very tightly and artificially bolded as if they had so much they had to get on the page, like family and faith and freedom, as if the other candidates don't believe in those three things.


BROOKE GLADSTONE: So what do you think would work better?


SAM BERLOW: Well, if it didn't look like a Daytona 500 car, that would be a good start.


BROOKE GLADSTONE: So what's your favorite logo of the candidates still in the race?


SAM BERLOW: I think the McCain is fantastic. The star with the yellow bars clearly says he's a general, he's in charge.


BROOKE GLADSTONE: So is this a serif or a sans serif font?


SAM BERLOW: Well, it's interesting. It's in between, Brooke. It's —


BROOKE GLADSTONE: [LAUGHS] It's a moderate serif?


SAM BERLOW: It's a down-the-middle-of-the-aisle serif. It has elements of a sans serif but the ends of the strokes flare out a little bit.


BROOKE GLADSTONE: So it's a nod to the serif crowd without a complete capitulation.


SAM BERLOW: It's a typeface that can talk to Feingold and can talk to Bob Dole at the same time.

— Andrea Billups, The Washington Times

Comments (2)

"Wish we could post a pic."

You could just link to her site...

http://www.cooksnotebook.com/about.php

definition brooklyn Cyclone

Post a comment

(Comments are moderated.)

The 

Washington Times Advertising Links


 

The Washington Times - Brighter. Bolder. Privacy Policy | About TWT | Site Map | Contact Us
Advertise | Subscription Services
All site contents copyright © The Washington Times, LLC.

home news opinion sections classifieds affiliates