Gotham (typeface)Does anyone else think it's become this century's Helvetica? Not that any typeface nowadays is
as overused as Helvetica was in the '60s and '70s, but it does seem to be a common default by designers whenever they don't have another style in mind… I suspect it will even look
more dated than Helvetica in 10 or 20 years.
In any case, I'm not spending
US$996 (or whatever) on 66 styles of Gotham, when all 92 styles (94 if you include the dropped Condensed Ultra variants) of
Fira Sans are legally available free.
And as for calling it “masculine, new, and fresh”…I don't really see what's “masculine” about it (Eurostile would be an obvious example, although
Exo 2 looks slicker to me), “new” was a stretch given its inspiration by mid-20th-century architectural signs, and it ain't “fresh” anymore
(Isn't Eurostile rather quaint now, too? Its “regular” form is still somewhat OK, but it keeps getting harder to take the Bold Extended variant seriously…)