Gotham is a typeface created by Jonathan Hoefler and Tobias Frere-Jones. It is a font owned by Hoefler & Co. It was created in 2000 when GQ asked for a masculine geometric sans serif. It was specifically commissioned by Frere-Jones, but because they both were in a partnership, Hoefler & Co rightfully owns the typeface. Based on lettering found around New York, Gotham is a very popular typeface; “The urban landscape inspiration and the perfect basic engineering of each character have made Gotham one of the most used typefaces of the early 21st century. Gotham is one of the latest geometric sans serif fonts to take on the world,” (Keung, Laura.). Specifically influenced by the lettering on, “Manhattan’s Port Authority Bus Terminal sign, it was designed after Frere-Jones conducted an extensive study of New York City’s vernacular lettering,” (“Tobias Frere-Jones”). The typeface is supposed to be fresh and futuristic to keep up with the modern world, for many artists in the future to use. 

 

The font gained popularity fast and after the expiration GQ’s license on the font expired, many other brands started to use it, (Keung, Laura.). For example, brands like Tom Ford, Chanel, Taco Bell, and Netflix all used it for their branding logos. Additionally, in the 2008 American election, Obama used Gotham for his campaign, (Keung, Laura.). This popularity of the design is what makes it so important to Hoeflers careers and the company itself. It gains attraction for the company, allowing them to grow and become even more successful in the type industry and future.

 

 

Sources Cited:

Keung, Laura. “Gotham Font History: From GQ to the Barack Obama Campaign.” Design & Illustration Envato Tuts+, Envato Tuts, 8 Aug. 2020, design.tutsplus.com/articles/gotham-font-history-from-gq-to-the-barack-obama-campaign–cms-35415.

“Tobias Frere-Jones. Gotham. 2000: MoMA.” The Museum of Modern Art, www.moma.org/collection/works/139301.