As type designer Jeremy Tankard, says: "Typography, which had become the dull part of many graphic courses, was now ubercool... These courses allowed designers to become attentive to the nuances of type and also allow those with greater potential to look deeper at visual language, ask questions, pose questions, and push for more."
"Gotham quickly became a staple for its geometric yet friendly appearance when published in 2000," says Abigail Baldwin, director at design agency Buttercrumble. "It was originally commissioned by GQ magazine, as the editors wanted a sans-serif with a geometric structure that conveyed a modern, masculine, and fresh look for their publication."
Jessica Strelioff of Goodside Studio also picked the typeface as an icon of the decade. "Gotham really became popularised in 2008 when it became the brand typeface for Barack Obama's presidential campaign. And for good reason: it's a workhorse typeface, yet friendly and approachable, rooted in tradition yet modern."
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