Response to "To the Letter Born"

Steven Heller recently wrote an article for the New York Times called "To the Letter Born," in which he interviews branding and corporate identity expert Brian Collins. The article analyzes the graphic choices of the Barack Obama presidential campaign, with specific emphasis on his font choices. 

In the article, Collins explains just how important choosing the right font is to a campaign. One good example of this comes towards the end of the article, when he suggests a reader examine the word "Change" in several different fonts (Comic Sans, Times New Roman, and Gotham). Gotham, of course, conveys just the message that the Obama campaign appears to stand for, which is why, according to Collins, they chose to use this font.