March 4, 2008
Why the Obama "Brand" Is Working
Interesting interview with graphic designer Michael Bierut about the overall excellence and startling consistency of Obama’s visual branding.
The thing that sort of flabbergasts me as a professional graphic designer is that, somewhere along the way, they decided that all their graphics would basically be done in the same typeface, which is this typeface called Gotham. If you look at one of his rallies, every single non-handmade sign is in that font. Every single one of them. And they’re all perfectly spaced and perfectly arranged. Trust me. I’ve done graphics for events —and I know what it takes to have rally after rally without someone saying, “Oh, we ran out of signs, let’s do a batch in Arial.” It just doesn’t seem to happen. There’s an absolute level of control that I have trouble achieving with my corporate clients. Then if you go to the Web site, it’s all reflected there too—all the same elements showing up in this clean, smooth, elegant way. It all ties together really, really beautifully as a system.
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