Obama logo
Encyclopedia
The Obama logo was the flagship symbol of Barack Obama
's presidential campaign
. The design became one of the most recognized political brand
logo
s during the 2008 U.S. Presidential election
, and is being used again for Obama's re-election campaign
.
, Obama’s chief campaign strategist, although it had never done a political identity
before. Creative director Sol Sender
, now an associate partner at VSA Partners
, led the design team of three which included Amanda Gentry and Andy Keene. Project managers at mo/de were Colin Carter and Steve Juras.
"We were looking at the “o” of his name and had the idea of a rising sun
and a new day,” according to Sender. “The sun rising over the horizon evoked a new sense of hope." "The design expression was so constrained and so bland for so many years in politics," Sender says. "I think we had a fresh approach because we’d never worked on a campaign before” — and, of course, the power of the logo had a lot to do with “the power of the candidate’s message."
The final design was decided among seven or eight options in the first round. "In terms of our internal process, though, I believe the logo — as we now know it — came out of a second round of design explorations. At any rate, it happened quite quickly, all things considered. The entire undertaking took less than two weeks."
The design began late in 2006 and the finished logo made its debut when Obama officially announced his candidacy for president February 10, 2007 in Springfield, Illinois.
John Slabyk
and Scott Thomas, designers with the Obama campaign oversaw the customization of the logo for 12 different identity groups as well as for each state with 50 additional versions. There was also identity for Republicans and Independents supporting Barack Obama.
The reception of Obama's logo was generally positive, and in some circles, highly praised. The Boston Globe beamed that "the ever-present rising sun logo has the feeling of a hot new Internet company."
"It begins to break with tradition while also rooting itself in tradition," said Peter Krivkovich, CEO of Cramer-Krasselt
advertising agency in Chicago. "Patriotism is the foundation, but above that is hope, opportunity, newness."
David Morrison, president of Philadelphia-based market research firm Twentysomething Inc., said the logo has "a nice, contemporary, dynamic, youthful vibe about it." Designer Michael Bierut
called Obama's branding "just as good or better" as the best commercial brand designs. "Every time you look, all those signs are perfect," Beirut said. "Graphic designers like me don't understand how it's happening. It's unprecedented and inconceivable to us. The people in the know are flabbergasted."
On the other hand, cartoonist Ward Sutton
asked, "is it a zero and a sunset over a deserted highway?" "Too many type styles and colors. The look is left undefined. The designer may have been too inexperienced," he added.
Some have noted the similarity of Obama's campaign logo to others, namely those of the City of Chandler, Arizona
, the Taiwan Solidarity Union
, and the Shanghai Cooperation Organisation. There is also some similarity to the European Union's Protected Designation of Origin
and Protected Geographical Indication logos. The official logo of the Democratic Alliance party of South Africa
models their logo after Obama's campaign logo.
Barack Obama
Barack Hussein Obama II is the 44th and current President of the United States. He is the first African American to hold the office. Obama previously served as a United States Senator from Illinois, from January 2005 until he resigned following his victory in the 2008 presidential election.Born in...
's presidential campaign
Barack Obama presidential campaign, 2008
Barack Obama, then junior United States Senator from Illinois, announced his candidacy for the presidency of the United States in Springfield, Illinois, on February 10, 2007. On August 27, 2008, he was declared nominee of the Democratic Party for the 2008 presidential election...
. The design became one of the most recognized political brand
Brand
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
logo
Logo
A logo is a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition...
s during the 2008 U.S. Presidential election
United States presidential election, 2008
The United States presidential election of 2008 was the 56th quadrennial presidential election. It was held on November 4, 2008. Democrat Barack Obama, then the junior United States Senator from Illinois, defeated Republican John McCain, the senior U.S. Senator from Arizona. Obama received 365...
, and is being used again for Obama's re-election campaign
Barack Obama presidential campaign, 2012
On April 4, 2011, the President of the United States, Barack Obama, formally announced his re-election campaign for 2012. He is expected to be opposed by a candidate from the Republican Party and candidates from other parties, in an election scheduled for Tuesday, November 6, 2012.The campaign...
.
Process
The logo was designed by Chicago-based Sender LLC (a brand development and design company) on assignment from Chicago-based mo/de (a motion design studio). The latter had been brought on board early on by David AxelrodDavid Axelrod
David Axelrod may refer to:* David Axelrod * David Axelrod , Senior Advisor to U.S. President Barack Obama* David B. Axelrod , poet and educator...
, Obama’s chief campaign strategist, although it had never done a political identity
Corporate identity
In Corporate Communications, a corporate identity is the "persona" of a corporation which is designed to accord with and facilitate the attainment of business objectives...
before. Creative director Sol Sender
Sol Sender
Sol Sender is an American graphic designer and brand strategist best known for leading the design of the logo for Barack Obama's 2008 presidential campaign. Sender is an associate partner at the design firm VSA Partners.-Creation of Obama logo:...
, now an associate partner at VSA Partners
VSA Partners
VSA Partners is an independent branding firm. VSA Partners is headquartered in Chicago, IL with offices in Minneapolis, MN and New York, NY. The firm was founded in 1982 by Robert Vogele as Communication Design Group...
, led the design team of three which included Amanda Gentry and Andy Keene. Project managers at mo/de were Colin Carter and Steve Juras.
"We were looking at the “o” of his name and had the idea of a rising sun
Sunrise
Sunrise is the instant at which the upper edge of the Sun appears above the horizon in the east. Sunrise should not be confused with dawn, which is the point at which the sky begins to lighten, some time before the sun itself appears, ending twilight...
and a new day,” according to Sender. “The sun rising over the horizon evoked a new sense of hope." "The design expression was so constrained and so bland for so many years in politics," Sender says. "I think we had a fresh approach because we’d never worked on a campaign before” — and, of course, the power of the logo had a lot to do with “the power of the candidate’s message."
The final design was decided among seven or eight options in the first round. "In terms of our internal process, though, I believe the logo — as we now know it — came out of a second round of design explorations. At any rate, it happened quite quickly, all things considered. The entire undertaking took less than two weeks."
The design began late in 2006 and the finished logo made its debut when Obama officially announced his candidacy for president February 10, 2007 in Springfield, Illinois.
John Slabyk
John Slabyk
John Slabyk was the Art Director/Creative Director for Barack Obama's 2008 campaign for President of the United States.Prior to joining the Obama campaign, Slabyk worked as a Senior Art Director and Graphic Designer for various design firms and advertising agencies in Chicago, such as Ogilvy &...
and Scott Thomas, designers with the Obama campaign oversaw the customization of the logo for 12 different identity groups as well as for each state with 50 additional versions. There was also identity for Republicans and Independents supporting Barack Obama.
Reception
"It begins to break with tradition while also rooting itself in tradition," said Peter Krivkovich, CEO of Cramer-Krasselt
Cramer-Krasselt
Cramer-Krasselt is an American integrated marketing and communications agency. It is the second-largest independent agency in the U.S. according to Advertising Age in terms of revenue and is probably best known for its ads for Corona Beer....
advertising agency in Chicago. "Patriotism is the foundation, but above that is hope, opportunity, newness."
David Morrison, president of Philadelphia-based market research firm Twentysomething Inc., said the logo has "a nice, contemporary, dynamic, youthful vibe about it." Designer Michael Bierut
Michael Bierut
Michael Bierut is a graphic designer, design critic and educator.Bierut was born in Cleveland, Ohio. He studied graphic design at the University of Cincinnati’s College of Design, Architecture, Art and Planning....
called Obama's branding "just as good or better" as the best commercial brand designs. "Every time you look, all those signs are perfect," Beirut said. "Graphic designers like me don't understand how it's happening. It's unprecedented and inconceivable to us. The people in the know are flabbergasted."
On the other hand, cartoonist Ward Sutton
Ward Sutton
Ward Sutton is an American illustrator, cartoonist and writer born in Minneapolis and based in New York City. His comic strip, "Sutton Impact" , was published in The Village Voice from 1995 to 2007....
asked, "is it a zero and a sunset over a deserted highway?" "Too many type styles and colors. The look is left undefined. The designer may have been too inexperienced," he added.
Some have noted the similarity of Obama's campaign logo to others, namely those of the City of Chandler, Arizona
Chandler, Arizona
-Demographics:As of the Census of 2010, there were 236,123 people, 86,924 households, and 60,212 families residing in the city. The racial makeup of the city was 73.3% White, 4.8% Black or African American, 1.5% Native American, 8.2% Asian, 0.2% Pacific Islander, 21.9% Hispanic or Latino, and 8.3%...
, the Taiwan Solidarity Union
Taiwan Solidarity Union
The Taiwan Solidarity Union is a political party in the Republic of China which advocates Taiwan independence. It was officially founded on July 24, 2001 and is considered part of the Pan-Green Coalition. Unlike the Democratic Progressive Party, its larger companion party in the Pan-Green...
, and the Shanghai Cooperation Organisation. There is also some similarity to the European Union's Protected Designation of Origin
Protected designation of origin
Protected Geographical Status is a legal framework defined in European Union law to protect the names of regional foods. Protected Designation of Origin , Protected Geographical Indication and Traditional Speciality Guaranteed are distinct regimes of geographical indications within the framework...
and Protected Geographical Indication logos. The official logo of the Democratic Alliance party of South Africa
South Africa
The Republic of South Africa is a country in southern Africa. Located at the southern tip of Africa, it is divided into nine provinces, with of coastline on the Atlantic and Indian oceans...
models their logo after Obama's campaign logo.