Obama 08 | Logo Design Process

Take notes.

Given two weeks to develop design options, Sender and two designers—Andy Keene
and Amanda Gentry—produced multiple logos for consideration by the campaign, including
a version of the now-famous “O” mark—a landscape in which of blue and red are united
within the candidate’s last-name initial. The team’s refined Obama ‘08 logo made its official
debut on February 10, 2007, when (then) Senator Barack Obama announced his candidacy
for president in Springfield, Il.

In the video below, Sender tells the story of conception and birth of the Obama ’08 logo,
including the strategy behind it, developmental concepts and finalist designs for the identity
not chosen by the campaign.