The evolution of the Obama '08 logo

Discussion in 'Design and Graphics' started by Blue Velvet, Dec 13, 2008.

  1. Blue Velvet Moderator emeritus

    Joined:
    Jul 4, 2004
    #1
    This isn't a political thread so no need to make any political points. It's just a look at how the campaign's logo evolved through its various stages to end up as it did, emblazoned across millions of flyers, buttons, web and print ads, and TV spots.

    I've pulled these from here. The titles are my own.


    Option 1: A wet floor

    [​IMG]


    Option 2: Geometric transparency

    [​IMG]


    Option 3: The first big 'O', gradients and a settling upon a bold sans, American Gothic for other branding

    [​IMG]


    • There were others... but the final three that got into the next round to be comped up:


    The optimism and sunny future theme with the 'O'

    [​IMG]

    [​IMG]



    The conversation and buzz theme

    [​IMG]

    [​IMG]



    The O as a rising sun

    [​IMG]

    [​IMG]

    [​IMG]
     
  2. TuffLuffJimmy macrumors G3

    TuffLuffJimmy

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    Portland, OR
    #2
    Isn't that a windows 2000 wallpaper showing through?
     
  3. IgnatiusTheKing macrumors 68040

    IgnatiusTheKing

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    #3
    [​IMG]

    I think the one they ended up going with was brilliant. Obama ran, by far, the slickest campaign in history.
     
  4. klymr macrumors 65816

    Joined:
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    Location:
    Utah
    #4
    I was about to say the same thing! I loved his logo, but not necessarily his policies. From a designers viewpoint, he had it won from the beginning.

    Thanks for posting this history Blue Velvet!
     
  5. Blue Velvet thread starter Moderator emeritus

    Joined:
    Jul 4, 2004
    #5

    Possibly. It's just a comp though, a worked-up rough so that clients can get an idea of how things could look... in the final version of the logo, for instance, you can see how the final selection was then worked upon even more to get it to its final result.
     
  6. EricNau Moderator emeritus

    EricNau

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    Apr 27, 2005
    Location:
    San Francisco, CA
    #6
    That first one is horrid, but it's not nearly as bad as number 5:
    [​IMG]


    I think they made a very good choice in the final logo.
     
  7. Blue Velvet thread starter Moderator emeritus

    Joined:
    Jul 4, 2004
    #7
    But these are just simple ideas to discuss at a first stage meeting... if that one had showed promise, it would have been worked upon to get it to look nicer, with more polish and dynamism.
     
  8. TuffLuffJimmy macrumors G3

    TuffLuffJimmy

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    #8
    I think Obama is very lucky that he ran in the '08 election. There are so many fun things you can do with '08 and Obama and Hope and things with Os and Bs, zeros and eights.

    EDIT: maybe lucky isn't the right word, but I don't know what other word I should use.
     
  9. Doctor Q Administrator

    Doctor Q

    Staff Member

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    Location:
    Los Angeles
    #9
    That Windows-desktop logo gave me an instant negative reaction!

    Not to mention running in the age of computers. Having to design a logo to be carved on stone tablets wouldn't have given the design team as many possibilities.
     
  10. Jaffa Cake macrumors Core

    Jaffa Cake

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    #10
    An interesting read, and hopefully a bit of an insight to non-design folk about what actually goes into developing a successful logo. Thanks for the link, BV.
     
  11. TuffLuffJimmy macrumors G3

    TuffLuffJimmy

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    #11
    I sure learned a lot, I really liked the first couple of simple logos, although I know had they been chosen they would have been dramatically altered. I really dislike the speech bubble ones though, that just screams advertisement to me. I know that really they're all advertisements, but the bubbles make me feel like I'm being told to do something.
     
  12. TwinCities Dan macrumors 603

    TwinCities Dan

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    Double Parked out front of the Courthouse
    #12
    I am not in design but I consider myself art-savvy, I was discussing Obama's logo with some friends a few months ago. I thought it was brilliant the blue sky (Dems), red fields (Repubs) and the sun (New Day, new beginning, new president). I thought it was a very good, almost subliminal way to show how Obama could provide "hope" and "reach across the isle".

    Maybe I read too much into it but I thought it was genius. ;)
     
  13. macworkerbee macrumors 6502

    Joined:
    Jun 14, 2008
    #13
    I saw this on Brand New a few days ago. I really enjoy when a designer is transparent about what went on in the process to creating a very successful and iconic mark. Well done, thanks for sharing this!
     

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