But in the early 2000s, the geometric simplicity of Proxima Sans regained momentum. In 2002, Rolling Stone used it in a major rebranding. Two years earlier, Tobias Frere-Jones released a geometric, New York City-inspired typeface, called Gotham, on commission from GQ magazine. Gotham quickly became popular, appearing on the cornerstone for the Freedom Tower in 2004 and in President Barack Obama’s 2008 campaign materials.
