Described by H&FJ as having "an honest tone that's assertive but never imposing, friendly but never folksy, confident but never aloof," Gotham is the typeface I'd like to be.
Introduced in 2000 and designed by Tobias Frere-Jones, Gotham's creation was inspired by New York City signage from the 1930s-60s when letterforms were put together out of necessity and not as a conscious art form. Most notably, the typeface was used by President Obama during the majority of his 2008 campaign for office.
It was a good choice. Distinctly American, the International Herald-Tribune called the selection a "combination of contemporary sophistication with nostalgia for America's past and a sense of duty." It was solid but not staid.
Hillary Clinton, on the other hand, identified with New Baskerville, a British typeface originally designed in 1762 and one connected with book publishers, law firms, and universities. It was studied like she was. And John McCain, a war veteran, selected Optima, the German typeface featured on Washington, D.C.'s Vietnam Memorial.
Well, this is an old topic, and many articles have been written about the Obama brand and how successful it was, but the point I'm making is that when you chose a typeface to represent your identity, it can be a very personal and far-reaching thing. So, what type would you like to be?