For part two of this series, below are two video segments describing the process to develop the Obama brand for the 2008 presidential campaign.  Then-candidate Obama had the foresight to hire a multi-disciplinary firm, VSA Partners, that typically works with corporate clients.  The collaboration resulted in a graphic identity and messaging campaign unlike any that had come before it in previous political contests.

While the process of exploration and design described in the videos is common for design firms, what made this project unique was its application to the very different arena of modern political campaigning.  In the end, the final product proved to be nearly flawless in its effectiveness in communicating with the electorate and eliciting the desired response.  Due to the success of the Obama campaign, I wouldn’t be surprised if this branding model is one that will be replicated by future candidates for national office.

Anyway, I hope you enjoy this bit of designer “inside baseball.”  Needless to say, I certainly found the videos quite interesting.

- tdc

SEGMENT ONE:

SEGMENT TWO:

MORE INFO:

• Read Part I of this series - via the design conservative
• Designing Obama by Michael Bierut (Pentagram) - via The Design Observer
• A summary of Obama logo options that didn’t make the cut - at LogoDesignLove
• Sarah Palin to Keep Brand Fresh and Relevant on Fox - via Brandchannel

In the spring of 2009, I started a personal blog that was centered on design-related topics.  As I was still reeling from the whirlwind of the 2008 election cycle (yes, I realize it was months later), I sought to channel my energy into an analysis of what I thought was one of the most fascinating aspect of the campaign:  the branding of each candidate.

As we approach the 2010 elections, these issues would seem to be of particular interest; so, for the first of two tdc posts exploring this subject, below is the text from my initial review of the 2008 branding strategies of the McCain and Obama camps. If you happen to be working with a candidate (or you are a candidate), I would urge you to consider the power of good design to influence the thoughts, emotions, and actions of the electorate.  The Obama campaign most certainly paid attention and look where they ended up…

Follow this link for: politics and branding - part two: the making of obama, which presents a video review of the design process behind the brand.

- tdc

**Originally posted May 14, 2009**

The 2008 US presidential race captured attention like no other political event in recent memory.  In the simplest of terms, the race pitted a War Hero against a Cosmopolitan Intellectual and each candidate presented a very different image to the public.  Designers, in particular, took notice of the visual communication strategies used by the campaigns.

On the one hand, the McCain-Palin campaign portrayed a more traditional personal brand – one of strength and patriotism, using bold text and the classic icon of a star as a central them of their graphic identity.  In contrast, Obama-Biden sought to emphasize the future with a more ethereal color scheme and a sense of forward-looking dimension within the official logo.

Watching the campaign, I found myself wondering how and whether good design and a strong brand identity truly impact voters’ decisions.

Good design is inherently attractive.

A candidate wielding a well-crafted graphic identity should conceivably be able to use visual cues to direct our attention to the key points of his or her campaign message.

The greatest challenge to politicians lies in communicating with an increasingly consumerist public that is constantly bombarded with advertising and attention-grabbing headline news.  It is in this arena that thoughtful design can make the greatest impact, enabling politicians to distill complex issues into easily understood graphics and succinct messaging.

The exceptional quality of the Obama campaign’s graphic identity illustrated this point.  The themes of Hope and Change, and an optimistic focus on the future were clearly expressed in the official logo and all of its grassroots derivatives.  The Obama brand was, and is, a strong one that inspired supporters to connect to campaign messages in a very personal way.

What does this tell us about brand communication?

When establishing a brand identity, it is important to understand that visual imagery communicates to an audience in a way that words cannot.  Color, form, typography…each of these graphic elements elicits a response from your audience that allows individuals to connect with your brand.  If you communicate the basic strengths of who you are, the public will discover how you fit into their lives.

Consumers, like voters, respond favorably when provided the opportunity to evaluate options and make an informed decision.  In order to be a responsible steward of your brand, you must be confident in what it stands for and consistent in expressing it in all of its forms.  Trust the work you put into establishing your brand and put your best self forward.

LEARN MORE:

• Designers on McCain campaign font selection -  The New York Times

Rudy Guiliani on Larry King Live - January 7, 2010

This is something that I addressed here previously:  the President’s tendency to think, think, and re-think before taking necessary action.  It was evident in dealing with General McChrystal’s requests for additional troops in Afghanistan, and it is reinforced in this instance.

As I wrote last month, President Obama’s pensive decision-making process puts him in stark contrast with someone like Governor Sarah Palin, whose executive and life experience have given her the wisdom “to think and act quickly as circumstances demand.”  The commander-in-chief does not always have the luxury of time, particularly when we are at war, and the country needs to have confidence in his preparedness.

From what I have seen thus far, President Obama might want to study the pitch-perfect communication strategy employed by Governor Palin using nothing more than a laptop and a Facebook account to address the nation.  She responds quickly and she doesn’t mince words - two traits our current administration would do well to emulate.

Let’s pick up the pace, Mr. President.

- tdc