Obama’s ‘O’ logo is one of the most impressive elements of his political identity – it functions as a condensation of Obama’s message, a badge for supporters, a lucrative branding tool, etc. I love this interview with the designer at the NYT, because it shows a more or less face of the campaign, and reveals so much about how electoral politics works these days –
First, it shows the deliberate, calculating side the the campaign, rather than the exuberent, movement-building face. Axelrod and Plouffe deliberate about what logo serves them best, debate the advantages of different ‘O’s and make a calculated decision. No doubt this is why the interview is happening only after the election.
The logo works because it condenses so much meaning. The ‘O’ itself refers to his name, which signifies him as something different, a ‘change’ – Obama has a ‘funny’ name that sets him apart from other candidates and past presidents. The ‘rising sun’ image also connotes change, the lines imply the open feilds and rural areas that supposedly define America. it implies unity (a full circle), and an accessible simplicity that can be molded to fit any number of messages.
The multi-valent iconicity of the ‘O’, and it’s basis in Obama’s biography (both of which the designers read before going to work) reveals the imagistic and narrativized foundations of contemporary politics.