Interview with Obama’s logo designer
At the end of 2006, Mode, a motion design studio in Chicago, approached Sol Sender, a graphic designer, to create a logo for Barack Obama’s presidential campaign. The resulting “O” became one of the most recognizable political logos in recent history. Steven Heller spoke with Mr. Sender just after the election to discuss the evolution of his logo.
Steven Heller: How many iterations did you go through before deciding on this “O”? Was it your first idea?
Sol Sender: We actually presented seven or eight options in the first round, and the one that was ultimately chosen was among these. 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.
Read the full interview here in the New York Times.
20 appreciated comments, click here to add one
Armin
I find it interesting that the campaign’s design team added the white circle around the logo.
For some reason that circle makes me think of a porthole view.
Nov 27th, 2008
Preston Lee
Excellent post! 8 options! hear that? You can never give your client too mcuh to choose from. Just make sure you never give them anything to choose from that you wouldn’t be proud of. Very interesting. Thanks.
Nov 27th, 2008
Amanda Vlahakis
They have put the white circle there so that it will work well on a variety of different background colours.
Without the white circle it would look unfinished and lacking in impact on many surfaces.
It’s a symbol of hope and optimism and to me without reading any articles about it to be influenced about it’s concept …. is clearly a sunrise.
I wonder if I’m right or wrong.
Nov 28th, 2008
Roberta Seldon
This is by far the best political logo I’ve ever seen. Although Sen. Hillary Clinton’s logo was quite good as well.
Nov 28th, 2008
Noam Biassozk
A brilliant sun illuminating a field of stripes and a blue sky. I think it’s really hard to add so many details using a simple O shape, so i can’t help admiring it.
Btw, do you think it’s just a coincidence that the “Peking Express” TV program uses a really similar logo?. It’s shown in Spain, and i don’t know if i can add a link to the logo in the comments.
Nov 29th, 2008
Adam - Logopallet
@Amanda
I believe you are absolutely correct. I think it symbolizes a “new dawn over America” or the change that Obama’s campaign slogan is trying to project.
I mean he is breaking new race barriers as well as political, and he has gotten many red states to vote blue. His campaign and logo have created this new dawn and I think the beauty of the logo had a lot to do with it.
Adam
Nov 29th, 2008
Kartik
ONE of the Most Interesting and now one of the Most renowned LOGO of the world…..this is going in my personal favorite……
Dec 1st, 2008
Jesse Vlasveld
The entire internet presence is (as said hundredths of times) brilliant to be honest.
Dec 1st, 2008
Steve O
As always, interesting to hear the process at work. I’d love to see the other options that were on the table!
Dec 2nd, 2008
rama
wow, interesting interview. if only they have a video on the design process, that would rock!
Dec 2nd, 2008
David Airey
Hi everyone,
Preston,
I found that comment particularly interesting, how there was quite a few options. One project I’m working on is going way over that amount, but most are less.
Amanda, yep, I believe you’re right too.
Steve O,
It’d be great to see the alternatives. For sure.
Thanks for your comments.
Dec 2nd, 2008
Rafie
’08AMA
Dec 2nd, 2008
Madoc
I loved the logo, too. It made me think of a sunrise over plowed field – a planting of fresh ideas so to speak.
Dec 2nd, 2008
George Ryan
I love the Obama logo and it’s great to hear from the designer behind it, thanks for sharing the link!
Dec 2nd, 2008
Atul N
I liked the obama logo campaign. The red strips reminds me of beautiful landscape with presence of faith and love. and the blue arc of a new blue broad daylight where a new day comes. Overall the whole concept of a logo is good…
Dec 3rd, 2008
devolute
It’s not just a great logo, it was also used so well across the campaign. Not since the Nazis (unfortunate example, I know) have a recognisable political logo and a political message been so closely intertwined.
Dec 3rd, 2008
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