To reflect the grit of Joe Biden’s electoral efforts this year, the presidential hopeful’s campaign has adopted two new typefaces ahead of the general election in November 2020.
The team tapped type giant Hoefler & Co., the foundry that appeared in Netflix’s famed Abstract: The Art of Design docuseries and designed the Obama campaigns’ ‘Gotham’ typeface, to capture Biden’s “battle for the soul of the nation” and the need to win with “the truth,” Robyn Kanner, Senior Creative Adviser for Biden for President described to Insider.
The visual manifestations, in the type foundry’s belief, are ‘Decimal’ and ‘Mercury’, one modern and legible sans-serif variant and a classic serif version.
The confident and timeless ‘Decimal’ takes inspiration from the fonts found in wristwatches to denote being as “true as time,” Kanner explained. As for ‘Mercury’, it “holds the truth of a written word.”
“Put simply, our typography is bound by the truth,” Kanner shared.
The type treatments, which were picked out from Hoefler & Co.’s existing collection, are set to better articulate—rather than replace—the campaign’s current visual identity.
Folks, it’s time to introduce you to our new typefaces: Decimal & Mercury.
Decimal finds its roots in wristwatches — it’s true as time. Mercury, with its roots in the written word.
Put simply, our typography is bound by the truth. https://t.co/1E406o2SYG
— Robyn Kanner (@robynkanner) July 4, 2020