The O

Interesting NY Times interview from the designer of Obama’s campaign logo: The ‘O’ in Obama.

On Motiviaton

We were excited to work on the logo and energized by the prospect of Mr. Obama’s campaign. However, we didn’t pursue or develop the work because we were motivated exclusively by ideology. It was an opportunity to do breakthrough work at the right time in what’s become a predictable graphic landscape.

On Preparation

When we received the assignment, we immediately read both of Senator Obama’s books. We were struck by the ideas of hope, change and a new perspective on red and blue (not red and blue states, but one country). There was also a strong sense, from the start, that his campaign represented something entirely new in American politics — “a new day,” so to speak.

On Impact

The design development was singularly inspired by the candidate’s message. Like any mark, the meaning and impact really come from what people bring to it.



Kandace Brigleb

Producer, co-founder of Needmore. Currently residing on the left coast.