Editing Optima (section)

==Notable usages==
[[File:expopass.jpg|right|thumb|325 px| Expo 67 Montreal]] Optima is used for the [[Vietnam Veterans Memorial]] in Washington and used in the official logo and most publications associated with [[Expo 67]] in Montreal.<ref>{{cite web |title=Iconic Identities: Expo '67 |url=https://www.actuallywecreate.com/blog/iconic-identities-expo-67 |website=Actually|date=15 April 2020 }}</ref>

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".<ref>{{cite news | url=http://www.latimes.com/news/nationworld/nation/september11/la-na-911-memorial-architect-20110826,0,7520092.story | title=Architect's vision takes shape in Sept. 11 memorial | accessdate=August 26, 2011 | author=Tina Susman, Los Angeles Times | date=26 August 2011}}</ref>  More recently, was used by U.S. politician [[John McCain]]'s [[John McCain 2008 presidential campaign|2008 presidential campaign]].<ref>{{cite news |title=The character issue |url=https://www.latimes.com/archives/la-xpm-2008-mar-30-ig-font30-story.html |work=Los Angeles Times |first=Adam |last=Tschorn |date=March 30, 2008}}</ref>

Opinions on the design have been variable, partly because of its extensive use. [[Erik Spiekermann]] described it as "used on parking garages & hospitals across the United States. Tired & inappropriate. I don’t blame the typeface but the designers."<ref>{{cite tweet |last=Spiekermann |first=Erik |author-link=Erik Spiekermann |user=espiekermann |number=376490078870466560 |title=Optima used on parking garages & hospitals across the USA. Tired & inappropriate. I don't blame the typeface but the designers. |access-date=14 February 2023 }}</ref> He also commented "Optima is patronizing. It hasn't got the guts to be either a proper Sans or Serif, so it keeps all its options open and appeals to the middle...It suits everything and pleases nobody."<ref>{{cite web |last1=Spiekermann |first1=Erik |title=I Hate ITC Garamond [comment] |date=4 October 2004 |url=http://designobserver.com/article.php?id=2577 |website=Design Observer |access-date=14 February 2023 }}</ref>

[[Jonathan Hoefler]] described it as "signifying a very down-market notion of luxe...the font of choice for the hygiene aisle."<ref name="Hoefler-Fontogenic">{{cite web |last1=Hoefler |first1=Jonathan |author-link1=Jonathan Hoefler |title=…and Non-Fontogenic… |url=http://www.typography.com/blog/and-non-fontogenic |date=22 February 2008 |publisher=[[Hoefler & Frere-Jones]] |access-date=14 February 2023}}</ref>