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Designing for emergence in US presidential politics December 14, 2008

Posted by Greg Van Alstyne in Future of Design: Designing for Emergence.
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Unchosen variation on Obamas campaign logo, by Sol Sender

Unchosen variation on Obama's campaign logo, by Sol Sender

This story combines two of my passions: typography and designing for emergence.

Sol Sender, who led a design team for the Obama 08 logo, was recently interviewed about the project. Here’s a walk through the various logo options, with some of Sol’s thoughts. The full interview videos can be watched on the website of VSA Partners (where Sol is now a strategist).


I can’t help thinking that of all the options, the final choice is clearly the most:

  • pictorial
  • small c conservative
  • “American,” and
  • effective — because the others seem, er, too “radical,” that is, unexpected, for a presidential campaign.


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