Typefaces are not apolitical. No matter how neutral it tries to be, the choice of being neutral is a political statement in of itself. With the resources available to us now, it is easy to research the origins of these typefaces. For Choice = Politics, I analyzed the typeface Champion Gothic Heavyweight through its history, form, and current applications. I then designed it to look like a magazine spread.

[The PDF Version can be found here]

Before a discussion about the typeface Champion Gothic could begin, the history of wood type should be briefly addressed. Wood type served as an alternative means to create prints. Wood had half the cost of metal type and had a smoother, more even surface when prepared by machine. American designers saw these advantages and began to use it in the early 1800s. Wood type designers pushed the boundaries of legibility and style of typefaces. They experimented with them by maintaining a singular style while wildly adjusting its with width, weight, and ornateness. These prints would be dominant in American posters throughout the 1800s to the mid-1900s.

So why explain all that? Because wood type inspired Champion Gothic. In 1990, American designer Jonathan Hoefler created it and embraced the wood type spirit through its different versions: Bantamweight, Lightweight, Welterweight, Middleweight, and Heavyweight. As shown by the example below, there is a core style of Champion Gothic that is consistent through all of them. However, the heavier each typeface gets, not only does its weight becomes heavier, but its width becomes wider as well. This difference gives each typeface its own personality. For now, I would like to discuss the personality of Champion Gothic Heavyweight through real life examples.

One its most famous application is in the logo of Parks and Recreation. Parks and Recreation is a political satire sitcom that focused on the Parks and Recreations department of a small American town. The show’s design department made a few tweaks to the typeface to achieve the final product.

• Tight and specific kerning. Most of the letters touch each other. The “s” fits into the counter of “k” of the word Parks. The “e” squeezes into bowl and leg of the “R” in Recreation.

• Tight leading. The “P” in Parks encroaches on the space of the first “e” in Recreation.

• Hierarchy. The word “and” is set at a smaller typesize compared to “Parks” and “Recreation”. This allows the latter two words to especially stand out.

• This logo is typically placed on posters that showcases the characters. It is either placed centered at the top or the bottom. It is usually colored in white, unless the poster itself is white, green, or orange.

Champion Gothic Heavyweight has a quality of professionalism that gets diluted with its thick weight and width. This makes the logo look approachable and fun. This works perfectly for a mockumentary about the hijinks that come with working as a public servant.

Looking deeper into the typeface’s inspiration, wood type is something that became embedded in American typography culture. While a machine aids in its creation, wood type is still something handcrafted by the designer. By using Champion Gothic Heavyweight, Parks and Recreation is subconsciously calling to that American spirit that encourages putting forth in the labor to achieve something. That captures the essence of Parks and Recreation.

Of course, Champion Gothic Heavyweight does not have to be limited to American usage.

Spanish designer Julià Roig created “Craft Beer in Barcelona” to act as a guide about the history and culture around craft Beer in the city. Unlike Parks and Recreation, the guide uses all caps for its title. This causes it to feel less compact and more professional as a result. Still, the typeface is inviting and friendly, as if to tell its ready that they will have a fun time by following the guide.

The next example is this issue of Colombian bookazine YUCA was designed by Carles Murillo. This spread shows how Champion Gothic Heavyweight immediately catches the eye of the viewer. Similar to the guide, it is all in caps. It imposes itself on the page and its wide kerning demands even more attention. Still, it is not intimidating. Rather, it plays into the theme of exploration of these miniature sets. With that context, “Guided Tour” almost becomes cheeky, winking at the audience as they realize the photos are not what they seem.

Taking all three uses to account, Champion Gothic Heavyweight has a quirky personality that tries to be serious but cannot help but be playful as well. In addition, it is a passionate typeface. All three examples take interests that are very niche and speaks to a certain subculture. From jokes about local government politics to a tour of local craft beers to a guided tour on miniatures. In a way, Champion Gothic Heavyweight speaks to nerd culture and the passions found within it.

Hamilton Wood Type Museum. “What Is Wood Type?” Hamilton Wood Type Museum, woodtype.org/pages/what-is-wood-type.

Heck, Bethany. “Champion Gothic - Designed by Jonathan Hoefler.” Champion Gothic – Font Review Journal, 25 Aug. 2018, fontreviewjournal.com/champion-gothic/.

Murillo, Carles. “YUCA: Architecture Alibi & Migrations.” YUCA: Architecture Alibi & Migrations | Carles Murillo, 2017, carlesmurillo.com/work/yuca-architecture-alibi-migrations.

“Parks And Recreation - Parks And Rec Tv Show Logo, HD Png Download , Transparent Png Image - PNGitem.” PNGitem.com, www.pngitem.com/middle/iRxxhRw_parks-and-recreation-parks-and-rec-tv-show/.

Roig, Julia. “Craft Beer in Barcelona - Publication.” Julià Roig, 2015, juliaroig.com/craft-beer-in-barcelona-map.