Skiilight Interactive – Seattle Marketing, Web Design, and Graphic Design

Unless you’re a marketing insider (or at least a subscriber to Advertising Age) you may have missed that Barack Obama not only won the election but also won Marketer of the Year as awarded by the Association of National Advertisers. His competition? Apple, Nike, Zappos, Coors, and, yes, John McCain.

The Obama brand is likely the first example of a complex and cohesive marketing campaign that treated design as a top priority. It was up to the design team to create an image of hope and change and it was up to the candidate to show voters that his campaign wasn’t only about style, but also about content.

In looking at the Obama logo, it is easy to see that its simplicty lends itself to a favorable comparision to a few other iconic logos of respected brands. The reason a brand succeeds is based on a few different factors, none of which are more important than the emotional connection a brand can build with its constituent. Obama wanted to sell the American people on hope. Using great marketing to build a solid brand with special focus to a cohesive look and advanced design – he did just that.