In preparation for the opening of Barack Obama's presidential center, the Obama Foundation sought to revamp its visual identity by refreshing the Gotham typeface. Originally commissioned in 2000, Gotham gained popularity from Obama's 2008 campaign and became ubiquitous in political design. Designers faced the challenge of making this overused typeface appear new and energized, as they aimed to communicate themes of community and change. Collaborations included Manual and Work & Co., with the updated designs already live on the foundation's website.
That was a key challenge at the beginning of the project. [Gotham is] simple, it's very neutral, but for me, it didn't really have that sort of fresh, vibrant, youthful energy.
Vibrancy and youthfulness were key to conveying the organization's message of forward momentum, community engagement, and the power of individual action to create lasting change.
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