The Obama Foundation, established in 2014 by former U.S. President Barack Obama and former First Lady Michelle Obama, is a nonprofit organization dedicated to inspiring, empowering, and connecting people to change their world. The foundation’s mission is rooted in fostering civic engagement, leadership, and community-driven solutions to global challenges. Key initiatives include leadership development programs, community engagement projects, and the upcoming Obama Presidential Center in Chicago, which will serve as a hub for innovation, education, and public service.
As the foundation has grown, so has its need for a visual identity that reflects its evolving mission and values. Recently, the San Francisco-based design studio Manual was tasked with refreshing the foundation’s branding. The updated identity builds on three core principles: continuous forward movement, the involvement of diverse communities, and the significance of individual contributions that collectively lead to positive change.
The Evolution of the Visual Identity
The original visual identity of The Obama Foundation was deeply rooted in the iconic design elements of Barack Obama’s 2008 presidential campaign. The campaign’s logo, featuring a rising sun over a field of stripes reminiscent of the American flag, became a symbol of hope, progress, and unity. This emblem was carried over into the foundation’s branding, symbolizing a commitment to a brighter future and transformative change.
In its latest iteration, Manual has made subtle yet impactful adjustments to the logo. The sun icon has been slightly refined to ensure it remains visually effective across various contexts and scales. The spacing between the upper semicircle and the stripes below has been slightly increased, enhancing clarity and versatility. This approach preserves the logo’s recognizability while modernizing its execution.
The logo’s symbolism remains multifaceted: the outer circle forms the letter “O” (for Obama), while the rising sun continues to evoke optimism and progress. Its enduring cultural significance as a symbol of hope and change makes it a fitting emblem for one of the most influential organizations in the United States.
Typography: Gotham as a Political Brand
The wordmark “Obama Foundation” retains the Gotham typeface, a hallmark of Obama’s 2008 campaign. However, Manual has introduced a bold weight for both words, emphasizing the collective importance of everyone involved in the foundation’s work, rather than highlighting the Obama name alone.
Manual collaborated with Sara Soskolne, the creator of Gotham, to develop custom variants of the typeface for use across the foundation’s programs and the Obama Presidential Center. These include:
- Gotham Stencil Condensed: A modern, stencil-inspired variant designed for community engagement and conveying contemporary agendas.
- Gotham Inline Condensed: Featuring double-stroke glyphs, this variant is tailored for sports and arts-related programs supported by the foundation.
The use of Gotham not only maintains a connection to Obama’s political legacy but also reinforces the foundation’s identity as a forward-thinking, community-oriented organization.
Unified Sub-Branding
A significant aspect of the rebranding effort was the unification of the foundation’s sub-brands. Manual ensured consistency by applying the Gotham typeface (in its Condensed Bold variant) across all program logos. While some of these logos may not be groundbreaking in terms of design, they effectively communicate the foundation’s role as the primary organizer of various initiatives. The use of different colors, paired with the dominant black brand color, helps differentiate these sub-brands while maintaining a cohesive visual system.
Additional Brand Assets
Manual introduced radial patterns as supplementary brand assets, extending the design language of the logo. These patterns visually reinforce the foundation’s core message of positive change and forward momentum. Their circular forms echo the logo’s structure, creating a harmonious and dynamic visual system.
Conclusion
Manual has crafted a robust and cohesive visual identity for The Obama Foundation, where every element works in harmony to convey the organization’s values and mission. The refined logo, the strategic use of Gotham typeface variants, and the unified sub-branding system all contribute to a powerful and versatile brand identity.
By building on the foundation’s historical design elements while introducing modern adaptations, Manual has ensured that the Obama Foundation’s visual identity remains both timeless and relevant. The new branding effectively communicates the foundation’s commitment to hope, progress, and community-driven change, solidifying its position as a leading force for good in the United States and beyond.
