Obama Logo '08 Identity System: Final Design, Original Proposals and Design Manual

When Sol Sender and his design team were approached to create the logo for then-Senator Barack Obama’s 2008 presidential campaign, they began their research by reading his books and listening to his speeches. Sender was particularly struck by Obama’s 2004 speech at the Democratic National Convention, in which he described America as one people, not divided into red states and blue states. This logo retains a traditional red, white, and blue palette to reinforce the candidate’s connection to the promise of a new America. Combining the O of the candidate’s name with a symbolic sun rising over the American landscape, it represents not only the candidate himself but also a broader movement of hope and change.