This is a big, fat, in-your-face font, full of slashed superhero characters and villainous curves. The good versus evil dichotomy can be seen in it’s powerful, nostalgic construction and it’s use for something so treacherous as Obama campaign materials.

It is a new font, developed in 2000 by American type designer Tobias Frere-Jones and released in 2002. The lettering that inspired this typeface originated from the style of 1920’s era san-serif fonts. It’s new take on these classic styles has fueled it’s quick rise in popularity, and it can be seen in advertising materials for everything from Coca-Cola to the Saturday Night Live show.

Is Gotham good or is Gotham bad? You decide, but it is rising.