since its introduction in 2000, gotham has been steadily gaining traction potentially making it the helvetica of the 21st century. this utilitarian sans serif designed by tobias frere-jones, owes its form to much of the signage found around new york city. while many brands have adopted helvetica as a brand element including target and apple, increasingly gotham has been the go-to font for logos and word-marks over the past decade. underconsideration has started a blog dedicated to logos that feature gotham as the font of choice.