Jonathan Hoefler
Jonathan Hoefler is the founder of Hoefler &Co that works in typeface designs. Hoefler is a very influential design artist as his works consist of typefaces Such as Gotham, Knockout, Mercury, Sentinel and Archer. Not knowing much about Jonathan Hoefler, I am very aware of his works and the one I have used the most and saw become very popular is Gotham. Being described with having an ‘Innovative approach to presentation,’ it is clear to see why Hoefler is successful as he is one of his most recent work was being able to create the typographic playbook for the Biden-Harris campaign 2020 and the visual communications for the Biden White House.
Hoefler’s research into his process of typefaces was very hard to find, however, I was able to discover that before any of his ideas come to life, he researches history record to get some sort of starting point to expand on. This would explain for the 19th century style of typeface, “Champion Gothic,” as his typeface reflects a Victorian presence. Taking these historical records, Hoefler then takes certain ideas and makes it into a 21st century style of typeface. For myself, I always was drawn to historical ways of writing, especially having cursive style handwriting as it was always being taught to me. His typefaces are fonts i do consider however, it is up to the overall focus on the text that helps me decide what typeface I should use.