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Do any of you guys know what typeface this is?
This identity was designed by Stefan Sagmeister.
http://lineto.com/The+Fonts/Font+Categories/Text+Fonts/Simple/ - Look .
I'm afraid I couldn't find and exact match, but Decima+ seems to be a pretty close alternative: http://www.linotype.com/647832/decima-family.html
I hope that's helpful.
See also: http://www.typophile.com/node/37918