from NPR --
Notice that the caption under the first photo says that "Gotham, the typeface used by Barack Obama's 2008 presidential campaign, is giving Helvetica a run for its money as the go-to typeface for declarative signs."
Where have you seen the word "declarative" lately -- in class? Five points of extra credit are available to the first person who comes to answer that question and tell me what you learned in our class that "declarative" means. It's the same meaning as in the sentence about typeface!