And, via the Helvetica entry, various designers weigh in on McCain's use of the Optima typeface. The usual things come up (Optima being a bet-hedging typeface, the use of a bold weight outweighing any elitist connotations of the regular weight, Optima's association with the dental profession, and, of course, its resemblance to the inscriptions on the Vietnam War Memorial), but most interesting was type designer Matthew Carter's claim on how Optima McCain's choice of running mates:
I set the possible names in a bold weight of Optima caps and certain things became clear. HUCKABEE looks awkward in Optima, and ROMNEY is afflicted with the same difficult ‘EY’ combination that has plagued the current vice presidency. Perhaps because Optima is a German typeface, the word SCHWARZENEGGER looks predictably good.
Although it’s German, Optima took its inspiration from Quattrocento inscriptional lettering in the cathedrals of Florence and Siena, which may explain why GIULIANI looks so simpatico. In the end, however, my research suggests that the optimal running mate — so long as you don’t have to typeset her first name — is RICE.Is typography destiny?