Posts Tagged ‘Obama’

Obama’s Logo

February 20, 2008

Here’s a postscript to my comments on how effectively the Obama campaign is resonating with Millennials, as well as a wide cross-section of older voters. Look at the logo and think about how well it communicates his brand:

Barack Obama logo

First of all, it is an O. Without any words, the O connects to his name.

Secondly, it’s a blue sky and a star-white sunrise. That says hope and a commitment to a united nation. The center or core of Obama’s graphic icon claims that ground. In a very tangible way the logo supports the Obama emphasis on ignoring race as a divisive issue, while embracing race as an inclusive issue. It reflects his penchant for making whites feel honored and unthreatened by his candidacy, and for making blacks and other minorities feel empowered in a way that is hopeful, energetic, and community-spirited.

Third, the red and white stripes convey a graphic impression of the heartland, hills with furrows or fields of grain. Thus for Obama the foundation of his vision of America is a midwestern ethos, a farmers’ and workers’ ethic.

The red and white stripes are also an emblem, of course, that taps the visceral afinity that all Americans have for their flag. And so another note in this chord is a subliminal feeling of passion, sacrifice on the field of battle.

The third note of the foundational chord is a rainbow. In fact, many of the unauthorized uses of the logo turn the lower sector into a rainbow with alternating fields of color. This resonates with the broader reaches of the Obama brand’s constituency — all the various hues and shades that people identify with in a multicultural pastiche like today’s young and yearning America.

The end result is that the impact of this logo, I believe, will be warm feelings, optimistic outlooks, a sense of inclusion and hope and high aspirations. It’s a brilliant example of iconography, and I’m sure it will help to strike a response with a wide swath of the electorate.

The branding point is this: a logo’s best hope is to support a brand… and Obama’s brand is beautifully and elegantly supported by this very effective graphic tour-de-force.

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