I’ve written quite a few posts about the importance of good branding, and how effective Barack Obama’s campaign was at using its branding. Today, I stumbled upon an article that looks at the various options the Obama campaign considered for its logo.

I wanted to share the three “finalists.” Included with each finalist is Sol Sender’s comments. Sol led the design team that ultimately decided upon the logo.

First Finalist

This masking of different photos with the O shape became an opportunity to say different things in different moments… The O could contain all these different ideas, possibilities and feelings.

Second Finalist

There was a lot of excitement about this. People felt this was really something new, something different. It was a kind of populist expression — everyone’s excited about Obama, people are talking… (but) it was a little too far out of the box. We felt that having a little more tradition in the mark was the smart way to go.

Third Finalist

For me personally, this was always the one.

Final Product

Originally the stripes were kind of symmetrically expressed across the horizon, and as we went into final refinements we felt that giving it a little bit more dimension, a little bit more motion, ways to enter into it a little bit more for the viewer was a better way to go.

Full story, more rejected logos, and additional details at Logo Design Love

Last 5 posts by Aaron Marks

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