Talley- Optima

History and Bio
German typeface designer Hermann Zapf, who also created Palatino, designed Optima between 1952-1955. His intentions were to create a classic roman without serifs. The typeface was commercially released in 1958 and became an instant success. Over the years many foundries released look-alike fonts. In 2002 Hermann Zapf and Akira Kobayashia redesigned the font family. This new version is called Optima Nova.
Hermann Zapf was born in Nuremberg Germany in 1918. Between 1934 and 1938, Hermann Zapf served an apprenticeship as a retoucher at Nuremberg printers Karl Ulrich & Co. In 1938 Hermann Zapf worked in the Paul Koch printing workshop in Frankfurt am Main. From 1947 until 1956 Hermann Zapf was employed in the typographical division of the Stempel type foundry. There Hermann Zapf designed the Optima (from 1958), Palatino (from 1948), and Sistina (1951) typefaces. Between 1957 and 1974. Hermann Zapf served as an adviser to the Linotype Company in New York. From 1972 until 1981 Hermann Zapf taught typography at the Technische Hochschule in Darmstadt. Between 1977 and 1987, Hermann Zapf was also a professor at the School of Printing in Rochester, New York. While there, Hermann Zapf did pioneering work in digitalizing a great many fonts for the new computer software. He invented more than 200 typefaces, of which some are today among the most widely used standard fonts. From 1977 Hermann Zapf designed the ITC Zapf typeface and, from 1999, Zapfino.
Optima has been used many times over the years, including John McCain’s presidential campaign, the Vietnam Memorial, and the Asian Art Museum of San Francisco.

Concept
I am having a hard time coming up with concepts, but one of the uses was for John McCain’s presidential campaign so maybe I could go that route. Like sort of an “Optima for President” kind of theme. Another idea was to go with a Vietnam Memorial theme but that seems depressing… Any suggestions?