Shirley Chisholm 1972 presidential campaign
Shirley Chisholm was the first black woman elected to US Congress, where she served seven terms in office. In 1972, with her announcement on January 25, she also became the first black major-party candidate to run for the US presidency and the first woman to run for the Democratic Party’s presidential nomination.
Chisholm’s presidential campaign materials make strong use of Franklin Gothic – especially all caps Franklin – with a focus on the Extra Condensed style. Futura or Spartan play a supporting role occasionally. As with most pre-digital political campaigns, the typefaces occasionally vary depending on what was on hand at the local printer or typesetter. For example, some variants replace Franklin with Condensed Title Gothic No. 11. But Franklin seems to be the core of the campaign’s typographic identity.
Other ads and materials announcing Chisholm’s candidacy also feature ITC Machine with similarly bold, all-caps treatment, accompanied by text set in Century Schoolbook.
