Brand Obama, a winner of the image war. (International Herald Tribune)

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Brand Obama, a winner in the image war
By Alice Rawsthorn

Sunday, April 6, 2008
NEW YORK: It doesn't matter where you stand politically, or what you think of them personally. Whether you prefer Barack Obama's policies to Hillary Clinton's. What you think of her electioneering tactics, or his pastor. Or if you'd dump them both for John McCain. When it comes to choosing the best-designed U.S. presidential candidate, there's only one contender - Obama.

Every element of his visual identity has been masterfully conceived and executed to depict Obama as perfect presidential material. "It really is a treat to see graphic design applied so well," said the typography designer, Jonathan Hoefler. "Visually he is on message at every turn. I can't think of many corporations that use design so intelligently."

How has Obama done it? Managing a visual identity is a formidable challenge for any organization, but especially so for one that is as big as his and deploys so many volunteers in a fiercely competitive, constantly changing arena. No wonder most politicians play safe when it comes to design.

Take Obama's rivals. Their visual identities are in the conservative style that would-be presidents have used for decades. Hillary is playing super-safe with a "Hillary for president" logo in red, white and blue (obviously) and one of those old-fashioned serif typefaces with squiggles at the ends of the letters that signify gravitas and tradition. (What is she suggesting?) The only noteworthy aspect of McCain's identity is his choice of black, white and yellow rather than red, white and blue with a military-style star (lest voters forget his bravery during the Vietnam War). The effect is powerful, imposing and unapologetically macho; at least it would be if it didn't also look like an uptight version of the logo of McCain, the Canadian frozen French fries manufacturer.

Back to Obama, and his impeccably designed candidacy. His team, led by David Axelrod, the Chicago-based political consultant, has rejected political design convention. Starting from scratch, they have invented a new type of presidential identity, intended to optimize their candidate's appeal to an increasingly fragmented electorate in the media frenzy of the Web 2.0 era. Like all visual identities, its power is suggestive. Obama's team is gambling that the components - colors, symbols and lettering - will trigger favorable associations for voters whenever they see them on banners, print or the Web...cont'd

http://www.iht.com/articles/2008/04/04/arts/design7.php?page=1


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Remember how corporatists have complained of the 'inefficiency' of our government?

Beware where your own discontent leads you.

Beware the machine...

Know thyself.

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1. Sunrise