Obama's new presidential 'seal'

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Permalink Reply by Noah Coffey on June 22, 2008 at 8:30am

My intent is not to flock to the side of Obama blindly, as I would easily make this argument for McCain. But, considering just how busy and how many people it takes to run for president, I really doubt Obama had much direct influence over this logo. Both candidates have intricate websites, highly established branding and messages. While, I believe both candidates play a role in the overall tone of these messages, I find it hard to believe Obama had much to do with this.

Much the same way McCain likely has little to do with the execution of some of the graphics and logos that are generated around his campaign. Now, I won't exclude Obama's staff from this as they likely played a much larger role in this logo's development.

I'm still undecided on just how offensive the logo is. But, I do agree that it is a bit presumptuous. Perhaps not much different, though, than all the other positioning and and highly specific verbal posturing that all candidates perform in an attempt to look as presidential as possible.

Is he the first to use such a similar seal in a run for the presidency (might be, just curious)?

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Permalink Reply by Torrey Dawley on June 22, 2008 at 4:04pm

While the organization plays an increasingly-important role in the political landscape, AIGA does not endorse or promote any political candidates. Their lobbying involvement extends to issues such as intellectual property, human development and information design's role in the election process.

Thanks for the topic, Mike. As a designer and brand strategist, my thoughts gravitate toward a few key points.

Through the 20th century, design has rooted itself in communicating products, services and ideas, and presidential races are certainly no exception. From images such as "I like Ike" to the in-depth critical comparison of type used by Bush/Cheney and Kerry/Edwards campaigns, citizens have recognized that the artifacts of design thinking are reaching and persuading them at every moment, even in their political decision-making. In the past, buttons, bumper stickers, shirts and banners were the media du jour. Today, these systems are seen as secondary to broader, more effective messaging and are rarely used as tools of persuasion. Over the last decade, designers have used online components to amplify their messages and reach a broader audience. With the explosion of online social networking, we are seeing yet another shift in our communication channels. This is particularly effective in the 18-28 demographic, who are keenly aware of the power of "brand."

In Obama's case, there is little question that his campaign has understood and utilized the power of brand strategy. From a design perspective, his campaign's communication channels have set a tone that is distinct in the political landscape, from the use of the Gotham typeface to the bold "O" icon used in marketing materials. These strategies have been particularly effective in the 18-28 demographic, whose brand-awareness and online presence are remarkably higher than other 18+ age groups. In fact, his critics might say that this very strategy is the sole basis for his political survival, but I'm sure the pundits will sort that out.

In regards to the current development of the campaign "seal," there are certainly important design and communication talking points. First and foremost are the issues of appropriation and legality. The seal is obviously meant to mimic the current Presidential seal, conjuring notions of authority and leadership in the viewers' minds. It may, however, be considered "too close" to the layout of the original seal, leading to concerns of direct appropriation and, in this case, the potential violation of Federal law. Designers face these issues almost daily, even without participating in large-scaled political campaigns, and we certainly hold ourselves accountable for knowing the boundaries. In fact, many of us hold ourselves to the Standards of Professional Practice and Ethics set forth by AIGA, the professional association for design.

I'll continue my thoughts in a second post, as the post limit has apparently reminded me of my tendency to talk a lot!...

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Permalink Reply by Torrey Dawley on June 22, 2008 at 4:09pm

The second design/communication topic is the use of a brand strategy that is best described as "starting with the end in mind." We have all heard the saying "dress for the job you want." In brand strategy, if you want to be seen as an all-star, you sound and look like an all-star. If you want to expand into an international market, your messaging demonstrates your ability to work within the market, regardless of past experience. This, I would assume, is entirely the reasoning behind creating a seal that directly mimics the existing Presidential seal. The campaign is attempting to position the public's mindset to accept that Obama is President, done deal. Presumptious? Perhaps. Effective? Probably. Illegal? Ask a lawyer.

We live in an exciting time, yet one where the public is information-rich and time-poor. Successful companies and organizations leverage the ability of design thinking to create distinct and uncluttered messaging that quickly and accurately conveys who they are and what they do. And, in the world of competing for the mindset of the masses, this is no different, even when the choice is between two products. The consumers' responsibility is, of course, to access additional and meaningful information to help them make the choices that work for them.

Thanks again for the topic, and I hope it creates some interesting dialogue.

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