Designing Obama

Selling change isn’t easy in a world that tends to prefer the comfort of the familiar. We all know what a revolution looks like: handmade signs, scrawled graffiti, the voice of the people. But Barack Obama’s 2008 campaign was the opposite. Reportedly, the candidate resisted at first. “He did not initially like the campaign’s blue and white logo — intended to appear like a horizon, symbolizing hope and opportunity — saying he found it too polished and corporate,” reported the New York Times. But advisor David Axelrod and his team prevailed. They must have known that the revolution, when it finally came, would have to be wrapped up in the most comprehensive corporate identity program the 21st century has yet seen. And it worked, as Designing Obama, the new book from Scott Thomas, Design Director of New Media for Obama for America, reveals.

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