When it comes to brands, logos and marketing materials, how much does the design affect the appeal? Obviously, the message itself is a factor, but what about the type font, the images, the graphics?
For instance, Obama’s success has a lot to do with his message, but essentially his message was about the same as Hillary’s – change. So why did Obama have more success than Hillary if their messages were the same? According to Newsweek and other source opinions, Obama’s success has just as much to do with his message as it does his brand.
Yes, Obama’s campaign is a brand. He uses fonts, logos, slogans and a Web site design that are reminiscent of a good consumer brand. Past presidents since Richard Nixon in 1968 have “marketed” themselves to the public, but so far no one has done it with the level of sophistication as Obama. Obama’s campaign has the brand markings of that of a modern company.
Obama’s brand elements
Obama has his name in Gotham font everywhere – there were no variations at recent campaign rallies except for signs that were homemade. That’s brand consistency with the font. He also uses a logo – the “O” that’s made out of half of a blue ring and has red and white stripes to finish out the “O.” This is reminiscent of the flag, of course, but also of a rising sun – meaning a new day is coming. A great logo. He also has a main slogan – “Change we can believe in” along with variations that emphasize change.
His logo has been likened to that of the Nike swoosh – you see that red, white and blue “O” and you know what it stands for.
Brand consistency
Again, I want to mention the Gotham typeface. Notice the next time you see an Obama sign that the letters and words are perfectly spaced. Someone has taken the time to ensure that those signs and banners are perfect. They’ve never run out of signs and had to print some in a different font at the last minute, which is unheard of according to graphic designers. It’s been carefully planned. Some large companies can’t even keep consistency in their own signage.
Gotham was actually created for GQ magazine, so it was made to exude a purposeful, sleek, straightforward feeling. The typeface was created in America, unlike many typefaces, and it looks pleasant and conversational, not like it represents someone yelling, which many typefaces set in all caps do.
According to one graphic designer, this consistency of typeface in Obama’s signs is extraordinary. Obama’s managed to keep his campaign’s look and feel consistent, no matter where he is in the country – east or west it doesn’t matter. Many large companies that pay advertising and marketing agencies big bucks don’t even have that kind of consistency.
Recent Comments