There's a fascinating essay by Steven Heller in the New York Times for April 21 on the choice of type fonts for John McCain's campaign signs. He uses OPTIMA, a font based on Roman monuments, including Trajan's column. Optima is also the font used in Maya Lin's Vietnam Veterans' Memorial in Washington. Heller consults a variety of designers, who offer interesting histories of the type face and speculations about its power to communicate.
What the candidate's typeface says about him and his campaign.
Heller's article on McCain is a counterpart to his earlier article on the Obama campaign's choice of GOTHAM font.