The Genius of the Obama Campaign Logo
February 6th, 2008
Barack Obama made a huge impression on me at the 2004 DNC. I knew that he would be running for president at some point, but I didn’t expect it to be so soon. I’ve always wanted Hillary to run, and throughout the campaign I’ve been telling myself that Obama doesn’t have enough experience - that he should spend more time in the Senate. But as I see the diverse support he’s getting, and as I realize his speech at the DNC wasn’t a fluke, I find myself hoping he’s running the White House in 2009.
So let me me list the reasons why the Obama logo is pure genius:
- The O represents Obama and he can use the logo without his name next to it. He’s claiming the O as George W. Bush claimed the W
- The blue O and the red stripes represent the flag
- The red stripes represent the plains, the American farmland
- The O’s whitespace represents the sun, shining over the plains. Because it’s white, it evokes sunrise, not sunset.
So what the logo is trying to say is that there’s a new morning sun (a hope, change) rising over America, and that Obama is it. I don’t think you can find that level of meaning in any other logo, campaign or corporate. For contrast, take a look at the other campaign logos:
Update: Leading up to the campaign this post got hit by a barrage of racist and ignorant comments about Obama and the symbolism of the logo. I’ve collected them here.
Sascha
February 7th, 2008 at 11:27 am
Yes indeed. Obama’s logo is way better than the rest because it doesn’t look like it was designed by an eight-year-old and has meaning for a change…
Juna
February 8th, 2008 at 12:18 am
Obama’s logo is beautiful. It was created by Sol Sender and his team at Sender LLC, a Chicago design firm. Sol is brilliant!
Andre
February 13th, 2008 at 4:34 pm
I’d think Mitt Romney’s logo was for a package delivery company.
Sol Sender
February 16th, 2008 at 4:03 pm
Thanks for the compliment, but we had the whole team over here on the logo, not just me. Also, it’s the Obama campaign team that has done some wonderful work rolling it out and developing new iterations.
Regards,
Sol Sender
President, Sender LLC
Seth
May 8th, 2008 at 3:59 pm
Obama’s logo has always reminded me of the logo for my hometown, Chandler, AZ - http://www.chandleraz.gov
patrick sutton
June 15th, 2008 at 12:07 am
The logo is also a cross between the Van Gogh painting “The Sower” and a Thomas Hart Benton depression-era farm scene. Both are incredibly evocative, if not current to a lot of people.
Korinna
June 21st, 2008 at 2:44 pm
My first reaction upon seeing it was that it surely is the most egocentric logo campaign ever devised. The “Big O” is the rising sun/son bestowing his radiance upon us all and ruling over the land below. The image is completely about the man.
And it’s a visual concept rehash of Reagan’s “Morning in America” campain.
Forget Obama… we should elect his brand strategist for President, for absolute genius in spinning the most effective brand around a product as substantive as cotton candy.
“The use of advertising to sell statesmen is the ultimate vulgarity” -David Ogilvy
Naomie Keys
June 23rd, 2008 at 11:09 am
I heard Obama say this symbol was the rising sun, supposedly to represent hope. Japan is known as “The Land of the Rising Sun” and the “rising sun” flag is the military flag of Japan. So, this symbol may be new to the US, but not a new symbol. It doesn’t show respect to the US disparaging our flag and recreating his logo from another countries emblem.
Chad K
July 2nd, 2008 at 3:39 pm
Man, get over yourself Naomie. If abstraction is too difficult for your tender literal sensibilities to interpret then you have no authority to be judging the success of any graphical composition. What is your graphic design pedigree anyway; Professional or casual?
And to Korinna, isn’t every election sticker, button, and other collateral associated with their own respective candidate completely about the man or woman and their campaign?
Bud T
August 5th, 2008 at 2:29 pm
Obama has a nice logo.
Too bad his arrogance made him replace the American flag on his plane with his logo.
I guess he believes HE is more important than Old Glory!
Debra Martin
August 6th, 2008 at 8:41 am
O Bama O prah…hmmmmm…
JAY
August 6th, 2008 at 1:09 pm
I see Obama’s campaign logo as somewhat of a prophecy. If he is elected and chooses to passify our foes, such as the president of Iran, the logo tells us what will happen to our country. The whitespace represents the rising mushroom cloud of a nuclear explosion over our country and the red stripes represent the blood of all the American’s killed by the bombs.
Raf
August 6th, 2008 at 2:15 pm
Ok, I’m putting a stop to this. I understand that I’ve been linked by conservative sites, but this article has been getting a lot of of unnecessary smearing comments. Valid criticism of Obama, such as Bud T’s will remain, while any smearing comments, such as Jay’s, will not. So if you plan on posting here, please make sure your criticism is valid.
Kate
August 7th, 2008 at 1:05 pm
Is anyone else thinking it’s like a “lifesaver”, not that I’m supporting Obama or his logo. I could also see a new cheerio type Obama cereal…lots of advertising opportunities with this one. I heard a radio talk show today blasting Obama for this latest snub at America after not putting his hand over his heart during the Pledge and not wearing a flag lapel pin. I just got on here to read what the design means and wish media people would seek truth before they speak and smear.
Wiked
August 11th, 2008 at 5:24 pm
Responding to Bud T-Old Glory on the tail of the airplane was the logo of the previous owner & Obama should have changed it. Arrogance had nothing to do with it, call it business! If you bought a used Fed Ex truck to transport your wears around would you leave their logo all over it or would you maybe attempt to promote your business with your own logo. Talk about simple minded!
Paul V
August 20th, 2008 at 11:22 am
I am not supporter of Obama but I do like the Logo. Nice work to the entire team. As for thr Logo on his aircraft, well that is his choice, the American flag is only necessary if the aircraft is a mail carrier. It would keep the criticism down if he put the`American flag on the aircraft but really it’s about the man not the symbols. Let’s just make sure we (American people) hire the best qualified candidate.
leavereply
August 20th, 2008 at 5:36 pm
My apologies to the design team, but it looks like it belongs on a cereal box to me. But what do I know!!! Just a first impression.
Mac
August 26th, 2008 at 8:26 pm
Found my way here looking for the meaning of the Big O. It is creative and unique, but I personally don’t like it. And genius without forethought is problematic……I understand the Flag was the airline’s trademark….but “the genius” removed a very nice, very large rendering of the Flag - which represents all of America - and replaced it with his logo - representing only himself. Way to think through the consequences of one’s intent before acting on it.
Marine Dad
August 26th, 2008 at 8:54 pm
Now that I’ve seen the meaning behind it, (or at least some people’s interpretation), I can appreciate it. But it seems a little funny to me that we would EVER replace the flag of our nation, for the flag of “Obama-nation”. Too many have fought and died, fought and LIVED for that flag and THIS nation. Change is good. Change is NEEDED. But some things MUST remain the same. The last “rising sun” over our country was on a flag on planes that killed a lot of Americans. We don’t need a new flag, or even the idea of a new flag. We just need a change of ATTITUDE TOWARDS the country founded under OUR FLAG.
Sean
August 27th, 2008 at 3:47 pm
I love the logo, that’s how I came upon this article. I was wondering what it meant since it was so strinking and iconic. No matter what anyone says, we all know every candidate needs to sell themselves by any means neccessary. It’s not the candidates fault, but the publics. You don’t resort to this kind of marketing, you have no chance of the American people supporting your campaign.
Obama/Biden 2008!
Rob
August 29th, 2008 at 12:30 am
http://www.farmservicecompany.com/
In Iowa I Drive by this Company (Farm Service Company) all the time notice that their logo is kinda the same as the Obama logo or is it the other way around. Maybe that’s why I’m not impressed with the logo.
George Plitt
August 29th, 2008 at 12:42 pm
It’s all about ME… Ego, self centered. Both Oprah and Obama’s logos reek of it.
Lyn
August 29th, 2008 at 3:00 pm
Do any of you Snope anything? The flag on the plane was North American Airlines’ trademark, a stylized flag. When he rehauled the plane, he replaced it with his own stylized flag. Give up on the senseless smears, there are plenty of important things to talk about on both sides.
SteveZ
September 6th, 2008 at 4:48 pm
The Logo is a nice abstract and I have no problem with it if it is thought of that way. I do have a problem with it being compared with “Old Glory”. I served, under that standard, for this country for the better pary of my adult life. Many of my friends have died for the ideals she represents. Enough said. Oh, one more thing, Paul V, if you look in your last sentence, I hope you realize we don’t hire the leaders of this nation, we elect them, at least that is what we are suppose to do.
justthefacts
September 29th, 2008 at 10:28 am
Obama’s plane still has traditional representations of the American flag on it. Only the stylized trademarked logo of the airline was removed. It’s sad that people get so worked up over things without researching the information for themselves. Many politicians have done similar repainting on their campaign planes replacing airline logos with their own (McCain has his website on the tail of his plane).
justthefacts
September 29th, 2008 at 10:53 am
As far as the logo is concerned - abstract designs are always going to represent different things to different people - you see what you want to see. Most politicians running for president try to use a red-white-blue theme in their logos, and often in a way to suggest the American flag, with stars and/or stripes(see Hillary’s and Huckabee’s, and even Romney’s) If you aren’t constantly wrapping yourself in Old Glory, you’re somehow considered unpatriotic and unfit to govern. So Obama gets lambasted for not wearing the flag, and then lambasted for suggesting the flag in his logo. You can’t please all the people - and if you hate the man, you’ll find a reason to hate his logo. And I’m so tired of people making such a huge issue of when where and how the candidates use or don’t use pictures of the flag. Gratuitous flag waving doesn’t make you a good patriot, anymore than wearing a cross or carrying a picture of Jesus in your wallet makes you a good Christian, or wearing a ‘World’s Greatest Mom’ shirt makes you a good parent. It just makes you someone who wants everyone to think that’s what you are, and figure people will remember symbols and slogans better than real actions.
McCain
September 29th, 2008 at 9:13 pm
McCain Palin 08
beags
October 1st, 2008 at 10:10 am
McCain who?
American Independent
October 6th, 2008 at 8:01 pm
I vote for whoever I think is the most reputable, integrous, moral person for the position vied for. I don’t really have a strong opinion about it, but I love the icons people shared that remind them of Obama’s logo–like the logo for Chandler Arizona.
Here’s one I got forwarded to me in an email, just something for y’all to chew onto. The email said the Obama campaign symbol was interpreted by a Muslim citizen. It is purported by the email that the Muslim citizen said it was a picture of the flag of the United States of America with the symbol for the Muslim moon rising over it. I suppose that implies that Muslim will overtake the USA or that Obama hopes for that.
I don’t really buy that either just like I don’t necessarily buy the reports that Disney animated features contain hidden images and subdued voices like “SEXY” in the Lion King and a character (I think it was allegedly in Aladdin) whispering, “Take your clothes off” to Jasmine.
But all these alleged meanings for both positive and negative are interesting.
But it is just something to distract us from the main goal, which is make your voice know on November 4, 2008 for the candidates you wish would fill the various offices, both locally and nationally. So, get out and vote, ’cause if you don’t then, well, you don’t have the right to … (Hint to those who couldn’t finish the sentence: The first letter is C and the last letter is N, and no, the word is not CREATION or CITIZEN or…
Concerned Citizen
October 12th, 2008 at 1:30 pm
The logo Obama uses concerns me because it is as if he represents himself as an entity like a corporation and not a person. Who is this man? Is he an individual who has risen to this level to lead? Is he an individual who is backed and supported and therefore has risen to this level to lead? Who are his backers and supporters? Do his fellow congressmen expound on his leadership?
Personally I like to watch and hear Obama. He is mesmerizing. When I walk away from the TV and just hear his voice, I hear Big Brother.
Not So Concerned Citizen
October 12th, 2008 at 4:54 pm
Dear Concerned Citizen -
Let me first say I’m a Republican..And I think his Logo is simply an incredible piece of marketing…..Corporations are driven by leaders, boards and the people who make up the “company”…..Ask any good institution about how to get a “brand” recognized and you’ll learn pretty quickly that it all starts with one heck of a logo….Just ask Harley-Davidson, Coca-Cola, Disney, etc….and it’s absolutely the most effective way to get yourself exposed….The Obama camp has done a tremendous job doing that…Poor Poor McCain - you failed the Republican Party….
Like the Obama campaign itself I think what you are seeing is a change for the future….both in his presidency (yes it will happen) and how politics will be run in the future….it’s all about the brand baby and how good can you sell your product?
Lastly in regards to your statements…..I think what you are hearing are the voices in your own head….and with your question of “Is he an invidiual who is backed and supported?”…..I guess we’ll find out on Nov 4th huh?
jay
October 13th, 2008 at 11:43 am
I think the Obama camp has simply stolen the idea for a round logo from Starbucks…along with with lots of other effective brand strategies (i.e. playing into the social consciousness of consumers)
Concerned Citizen
October 14th, 2008 at 10:53 am
I saw Obama speaking yesterday on the TV. There were two flags: the one on the left was the American flag. The one on the right was an American flag with an “O” symbol in place of the stars. Did I really see this or was this too in my head?
Get an Education
October 17th, 2008 at 4:47 am
@Concerned Citizen
I’ll say it and I’ll say it again. Barack Obama’s mother was a natural born citizen of the U.S. And as far as records shows, she didn’t denounce her citizenship when she had Barack. Children born of parents of the U.S. automatically makes them citizen as long as one of the parents is a citizen, hince his mother. It doesn’t matter if she had him in “timbucktoland” he will be recognized as a citizen. Also, when elected officials run for office and and further persue to the highest office which is President, government does a background check into your history, so if there were a problem with is birth, trust me, he wouldn’t be running. If it was so much of a concen that he’s muslim which who cares, but since people like you are paranoid, once again, he wouldn’t have made it this far. If your going to attack him, attack on substance and not paranoia and fear. You and other like you is the reason why America is falling behind. As far as the logo is concerned, I think it’s a great and new look to marketing when it comes to politics considering past looks that have no interest to them.
Mary of Indiana
October 18th, 2008 at 12:43 am
To “Concerned Citizen”–How silly! Obama was speaking in Ohio and that flag with the O next to the American flag is the Ohio state flag! I just happened on this site because I am intrigued by the logo, and interestingly, it touched me intuitively just as it was intended. I love this country and the plains and our people, and I am hopeful that Barack is a leader we will all be proud of. The logo is brilliant not because it creates a brand, but because it captures the essence of the respect, empowerment and inclusion that this candidate has put at the heart of his campaign.
Billy Ray Cyrus
October 19th, 2008 at 3:45 pm
The sign i agree is ingenious. It holds a lot of meaning and is very well designed. However i do agree with the fact that it does seem a bit egotistical, which no one can deny Obama of having. Again i also think it is just another tricky creative thing to get people to follow him without actually listening to what he is saying. Young people (of which i am one) see the sign as something really great and creative, unlike “the old republicans” boring ones. But really people, do we choose our presidents because of how pretty their logos are or what they are actually saying? And i mean besides just stupidly repeating the words “hope” and “change” without having any real strategies.
and Palin is hot
Cathy
October 21st, 2008 at 6:07 pm
Thanks for the clarification about the O flag next to Obama. I too was wondering about that. Glad to see it hasn’t come to that yet.
iiidesign
October 28th, 2008 at 9:29 pm
I also think this logo is Genius. Top 10 in my book (Swoosh #1 of course). I think the McCain logo is nice also. It has a Military feel to it, which is perfect for him and “Country First”. Obama’s logo works on so many different platforms. Using it as the “O” in states names was beautiful.
salt
October 30th, 2008 at 10:13 pm
“Arrogance is not a great characteristic for someone who is running for president.”
The man is running for president, not dog catcher. He’s going to be the leader of the free world, do you want him to be a timid milquetoast who will let our enemies walk all over us? Granted, too much arrogance leads inevitably to stubbornness and an inability to listen to other opinions, like a certain president i will fail to mention… but anyone who plans to put their name on the ballot automatically thinks they are the best suited for the job, so it’s inherently arrogant. That being said, the logo is a great piece of propaganda: it’s unusual, it’s striking, and as soon as you see it you know what it stands for. the man’s going to be president.
Rokusan
October 31st, 2008 at 10:48 am
The rising sun message is clearly a secret symbol of something deeply, deeply evil. Maybe Japan. Or Islam. Or Ronald Reagan.
Seriously: Some of you folks need to give your heads a shake. How crazy do you have to be to find sinister meanings in a bloody SUNRISE?
Studio Artist
October 31st, 2008 at 11:07 am
As with all abstract visual design, the beholder is interpreting the image through the filter of their own experiences. In other words, you see what you want to see. If you see a mushroom cloud, that tells more about you than the design. I am really tired of nutjobs who just bash everything and never bring anything constructive to the table. Country is going to hell in a handbasket, and all you do is diss when somebody is trying to fix it. -YOU fix it for a change….Whine, whine, whine is all I hear.
Laura
November 2nd, 2008 at 8:56 pm
Wow, I just googled “Obama logo” and came to this site, which seems to have segued from an appreciation of the logo to a diatribe against Obama and everything negative he’s ever been accused of being. This logo is like a political Rorschach test. Personally, I see it as an updated stylized Kansas flag (http://www.britannica.com/EBchecked/topic/1355600/flag-of-Kansas) although it had to be done in red, white and blue, because he’s a Democrat and it’s required, apparently. Only McCain got to use black.
Mark G.
November 2nd, 2008 at 10:28 pm
I think the logo was well done. Whether you like Obama or not I think people would agree it was well thought out. Logos are a difficult thing to create. It actually took me about 2 years and several mock-ups to come up with my brand logo. Check it out here. http://www.G-bags.com
Kim Dougherty
November 3rd, 2008 at 2:22 pm
I just happened on the logo site and as a business person I have to say that I have been absolutely in awe of the Obama campaign from the marketing strategy standpoint overall. The starting point for me is the brilliant logo which does what it is supposed to do. It is flexible for use in different media, for linking up supporters’ design efforts and it is a positive but simple stand-in for the message of the campaign - change, new hope and openness.
While some may think there are negative connotations, I submit that many will not. A huge portion of this campaign and movement is directed at young people and they will not immediately link it to the Imperial Japanese image. That is something that happens with older generations whose perspectives are framed by the WWII experience. Their frames of reference may not even include the Viet Nam war!
Nice job, design team. I saw a sterling lapel pin on a man yesterday that was clearly the Obama logo - it looked so elegant and understated. But the message was loud and clear.
E. Woodhouse
November 4th, 2008 at 7:15 pm
Wow! There are so many haters out there, all using the bible to bash Obama and his logo. Are you THAT scared? Are you THAT jealous that you don’t have the equivalent of a “W” bumper sticker this election? Because I know that all of you who are bashing this logo had “W” all over your cars. Hypocrisy.
How about this biblical twist on your guy: “Un-Abel and McCain”
You can have that one for free.
I Got an Education
November 6th, 2008 at 2:26 am
Oops - typo! I meant to say “AFTER the age of 14.”
Raf
November 6th, 2008 at 2:49 am
The election is over - comments closed. But don’t worry, I will highlight the racists and ignorant comments posted here.