The Story Behind The Obama “O”

The campaign: Obama

The tactic: A campaign logo that conveys – and spreads — the brand message without words.

The Obama logo was created early in 2007, through a collaboration between Chicago firms Sender LLC and MO/DE. Chief Obama strategist David Axelrod gave the agencies a mandate: design a logo that would evoke “a new sense of hope,” as he told the Chicago Business Journal. The agencies worked quickly, and on February 10, 2007, when Obama officially announced his candidacy, the newly minted logo was already emblazoned on his podium, along with thousands of signs waving in the arms of devotees.

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