The Starbucking of a President
How the Obama Campaign Leveraged the Letter "O"
In a presidential campaign full of "firsts," we can add to this already impressive list: the first systematically logo-branded presidential candidate. The history of political campaign graphics has, up until this year, been an uninterrupted parade of stars, stripes, and Helvetica Bold Italic (with an occasional eagle thrown in just for good measure). Nothing particularly visually appealing or memorable - let alone inspiring or defining. In fact, many campaigns have borrowed imagery that could easily be transposed with another candidate. Everything changed with the introduction of the Obama "O."
 The ubiquitous "O" logo became the most fully realized and consistently applied graphic symbol ever used to promote a presidential candidate. The logo - the first letter of Obama's last name, comprised of a blue sky, a rolling red and white landscape and a rising white sun - became an instantly recognizable symbol of the candidate and his message of hope, change and a 'new day,' just beyond the horizon.
The mark and its accompanying logotype (the elegant yet no-nonsense Gotham) became the consistent visual element of his entire campaign, methodically applied to a seemingly endless stream of brochures, mailers, posters, buttons, bumper stickers, premiums, and Web sites. The brand was also featured prominently on the instantly iconic "Hope" poster designed by Shepard Fairey. In short, the Obama campaign was marketed in the same savvy manner that a high-end personal computer, flavored cappuccino, or pair of expensive running shoes would be. And, as the results have shown, to great effect.
 While still maintaining the graphic integrity of the core logo, more than a dozen individual variations were also created to skillfully connect with specific voter blocks. A lotus blossom was added for the Asian American community, a dream-catcher motif was used for Native Americans, and a rainbow flag was incorporated for the GLBT crowd. There was even a crayon drawing version created especially for the grade school set. An impressive attention to detail and skillful execution was evident in each design. A layered branding effort of this coherency and complexity was unprecedented in the world of political campaigning.
John McCain's logo, by contrast, was simply his name set in Optima Extra Black (a rather bland typeface last popular during the waning days of the Ford administration), with a small military-inspired star centered above. Nothing about it attempted to convey his desired image of a game-changing "maverick" - indeed, it only served to reinforce the unwanted perception of McCain as an old-school, business-as-usual Beltway insider.
Who knows how this election would have turned out if the McCain/Palin ticket had understood what the full potency of a successfully realized brand might have meant to their campaign. Apple, Starbucks, and Nike all recognize and benefit from this power. Rest assured that from this point forward every major political campaign will do the same.
For more information about how DROZ can help you develop your own "O" and assist with your next presidential campaign (or other!) call Rob Handley or Dan Droz @ 412.338.1818 or www.droz.com. You never know how far you can go with an "O." |
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