Zohran Mamdami's Campaign Design: Typography and Color as Political Strategy

Aneesh Bhoopathy, creative director at Forge, led the visual identity for Zohran Mamdami's successful New York City mayoral campaign, using typography and color to revive and modernize old New York. The palette—yellow, blue, red—was inspired by handpainted signage, bodega signs, and taxi cabs. Type designer Matthew Hinders-Anderson contributed fonts including Union Gothic and a custom font based on the Zohran wordmark, which evolved after the primary and was used for the inauguration and transition. Bhoopathy and Hinders-Anderson will speak at a Type Directors Club event on November 11. Forge also worked on campaigns for congressional candidates Saikat Chakrabarti and Claire Valdez.