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10 alternatives to Gotham

Originally a commission for GQ magazine, Tobias Frere-Jones' Gotham has become one of the biggest typographical success stories of the past decade. Released through H&FJ (now Hoefler & Co.) in 2000, it got a particular boost as the typeface of choice for Obama’s 2008 presidential campaign, not to mention gracing countless movie posters, corporate identities and more.

Inspired by architectural lettering from mid-20th century New York, Gotham has a uniquely American edge that sets it apart from its more European-flavoured counterparts. 

It's also enormously versatile as a typeface, when taking into account its nine weights (thin, extra light, light, regular, book, medium, bold, black and ultra), each of which comes in italics, as well as narrow, extra-narrow and condensed widths.

Of course, because Gotham is so good, it's everywhere – but don’t despair, there are plenty of credible alternatives when it comes to geometric sans serifs, whatever your budget.

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Nick is a content strategist and copywriter. He has worked with world-class agencies including Superunion, Wolff Olins and Vault49 on brand storytelling, tone of voice and verbal strategy for global brands such as Virgin, Pepsi and TikTok. Nick launched the Brand Impact Awards (opens in new tab) in 2013 while editor of Computer Arts, and remains chair of judges. He's written for Creative Bloq on design and branding matters since the site's launch.