The popularity of san serif fonts has snowballed since Obama’s branding team put Gotham on the map. Thick letters with modern messages have donned everything from food advertising to tech start up logos to creative retail displays to educational publications. In an attempt to personalize this trend, we’re seeing brands infuse flavor into otherwise neutral letters. Beautiful patterns, textures and effects are a part of Milton Glaser’s latest design for NYU’s School of Continuing and Professional Studies. Similarly, Ikea’s Garderob site reveals pattern fills incorporating 3D textures. The textured motifs bring these campaigns to life, proving color and pattern nearly always set the mood of the message.