How to brand ... a presidential candidate
Barack Obama's presidential campaign is groundbreaking for many reasons, some less obvious than others. Behind the much-vaunted charisma and inspiring rhetoric there lies a sophisticated and extremely effective brand marketing strategy ...
-
Obama's distinctive logo forms a halo around his head
Photograph: Jason Reed/Reuters
-
Obama is one of the first presidential candidates to be promoted in the same way as a consumer brand, with lapel pins …
Photograph: Chip Somodevilla/Getty
-
… stickers …
Photograph: Sarah Lee
-
… and novelty merchandise.
Photograph: Chris Carlson/AP
-
-
Lovingly handmade banners have been exchanged by staff at rallies …
Photograph: M Spencer Green/AP
-
… for officially branded materials, which are successful in achieving cultural impact for the product
Photograph: Mel Evans/AP
-
Obama's logo, inevitably in red, white and blue, suggests a sun rising over a ploughed field
Photograph: JC Hong/AP
-
But it is the campaign's typography that is its crowning glory. Obama uses Gotham, which was chosen for its elegance and simplicity, as well as its associations with the American vernacular tradition
Photograph: Chip Somodevilla/Getty
-
-
In comparison, Hillary Clinton's New Baskerville looks comparatively stuffy
Photograph: Justin Lane/EPA
-
…while it is probably no coincidence that John McCain's sans serif Optima font is the same as that used to engrave the names into the Vietnam Veterans' Memorial wall in Washington DC
Photograph: Brent Smith / Agency/Reuters / Bridgeman Art Library
-
Obama's grandmother stands by a campaign sticker. Will the man live up to the promises of his design strategy?
Photograph: Thomas Mukoya/Reuters
