Usages
The typeface Optima is used for the Vietnam Veterans Memorial and was used by the 2008 John McCain presidential campaign. Optima is also used as the official branding typeface for Estée Lauder Companies, the University of Calgary, by Aston Martin. Optima is used iconically for Traveller, and Diaspora used it to pay homage to Traveller.
Optima was used for lettering on Premier League kits until May 2006, when it was replaced by a different typeface.
Optima was also used as the original fonts used on The Smiths original 7" single covers and their debut album.
Marks and Spencer used the font for its corporate logo and as the default on all internal correspondence from 2000 but since 2007 it is gradually being phased out on all signage and packaging as part of another re-branding exercise.
Optima was chosen as the font to be used for the names of those who lost their lives in the September 11 attacks, carved into bronze parapets, at the National September 11 Memorial & Museum, which is named "Reflecting Absence".
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