For­get poli­cies, track records, alliances, major donors, or what kind of coun­try we want to build for our chil­dren.

Let’s get down to what real­ly mat­ters in 2016: Hillary Clinton’s cam­paign web­site source code.

First of all, rest in peace Gotham, the icon­ic type­face that defined the last decade of polit­i­cal cam­paign design and mes­sag­ing. Say hel­lo to “Uni­ty”,  a new, bou­tique type­face cre­at­ed just for #Hillary2016.

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Inter­est­ing to note: their fourth-in-line fall­back head­line type­face is Roboto, the font you only get if even the Speak­er of the House is inca­pac­i­tat­ed (or you’re on some weird Lin­ux com­put­er from 1998). The pri­ma­ry head­line font of choice on Rand Paul’s web­site: Roboto. Coin­ci­dence?!

But back to Uni­ty. It’s a per­fect name, a thought­ful detail, and a real­ly fresh yet clas­sic blend of some­thing like Avant Garde Goth­ic and … OK, well, Gotham. It’s bold yet friend­ly, for­ward-think­ing yet time­less. Sound famil­iar?

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Also, there’s a nice wink to devel­op­ers in the source code’s open­ing lines. It’s the geek equiv­a­lent of hav­ing your demo­graph­ic name-dropped in Hillary’s cam­paign launch video. Or you know, sim­i­lar.

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But what about that <title> guys? Is that the best you can do?

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And don’t even get me start­ed on the logo. Looks more like some kind of mar­itime sig­nal flag than it does any kind of tru­ly thought­ful vision for a cam­paign brand. If one of our design­ers sent this to me I’d say “cute, now try for real this time”.

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