GoKawiilA modified version of a typeface called Empirica is popping up around the city. New York Mayor Zohran Mamdani gave the NBA Championship-winning New York Knicks keys to the city last week—and while that tradition is centuries old, the keys themselves displayed something new.The text written across the front was set in a new version of the serif typeface Empirica, custom made for the Mayor’s office and designed by the type foundry Frere-Jones Type. (Its founder, Tobias Frere-Jones, along with Jonathan Hoefler designed the typeface Gotham, arguably the most famous font in politics.) Now, Frere-Jones and his team have adapted Mamdani’s campaign type for a new era of progressive leadership.Empirica, originally released in 2018, was designed by Frere-Jones and Nina Stössinger with contributions from type designers Fred Shallcrass and Devyani Mahadevan. It’s based on references to Ancient Roman inscription forms, and later interpretations of those forms in France in the 1800s. But when Mamdani’s office reached out to Frere-Jones Type about typography for its public-facing communication, the foundry recommended a modified version.
Mayor Mamdani has a new official font
Why This Matters
The introduction of a custom version of the Empirica typeface for Mayor Mamdani's office highlights the growing importance of bespoke typography in political branding and communication. This move demonstrates how design choices can reflect a city's identity and leadership values, influencing public perception and engagement. It also underscores the ongoing collaboration between designers and public officials to create distinctive visual identities in the digital age.
Key Takeaways
- Custom typefaces are increasingly used in political branding to convey leadership identity.
- Frere-Jones Type adapted Empirica to better align with Mayor Mamdani's progressive image.
- Typography choices in public communication can shape perceptions and foster city branding.
Get alerts for these topics