On the brand guidelines for the Eurovision song contest I found that the name of the font now in use for the contest was called Gotham made in 2000 by Tobias Frere-Jones. Originally it had been designed for GQ magazine and was inspired by the letters over the entrance to the New York port authority bus terminal. The signage during that period of time was created by the engineers rather than a typographer, so rules for creating type were not followed and mathematical reasoning of a draftsman was.

In 2008 Obama started using the font showing it was solid and durable, see figure 12, you can see President Obama on the front cover of GQ with the magazine and Obama using the same font. Over the years it has also become very dynamic as it has been used for various things such as the cornerstone for the new freedom tower at ground zero, the discovery channel, Saturday Night live and also Coca-Cola. When speaking about the font Frere-Jones (2011, p212) said, “When we were developing it we realised it would be very contemporary, but also classic and almost severe”.

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