The Power of Design: The Context of the Obama Graphics Campaign
by Rachael Thomas
Unprecedented.
In a mix of mediums no presidential election has seen yet, a warehouse wall in Chicago bears a spray painted portrait of Barack Obama holding a microphone. A “Change” sticker rests on a bus stop sign in downtown Indianapolis.This is the Obama Graphics Campaign – a campaign that the population of America spread virally in both electronic and print media.
The power of inspiration is something that the greatest orators of history have used to rally the masses behind them.President-elect Barack Obama used this inspiration in not only verbally, but visually.
In a wave of ingenuity that could only come from a younger mindset or a brilliant campaign manager, Barack Obama “branded” himself.He had a logo that represented what he stood for before the Democratic primary was over.
 In a style that all businesses across world follow, the president-elect created a symbol that clearly defined his message, followed the tastes of his target audience, motivate voters to hop on his bandwagon and promoted loyalty to his cause.He looked at the election as an opportunity to sell himself to the American people.
Each aspect of his logo invokes different reactions that come together in his universal message of change.The circle, while simultaneously standing for the “O” in his last name, is associated with loyalty and security; the same shape is seen in wedding rings and is emulated with the shape of our sun.The cresting American flag not only associates Obama with a political office, but bends in such a way that a horizon is created, which is associated with the idea change that is coming.
As Samantha Laurie said in her article entitled “Graphic design: Can it be something more?”, the first priority of graphic design is to communicate the idea and concept that is meant to be conveyed.Feelings that design invokes are considered secondarily and are not the main objective.However, the president elect’s graphic campaign hit both on the mark.
Even during the heat of the Democratic primary, a Clinton strategist ceded that Obama “has a real buzz about him” when being interviewed by a reporter from Time Magazine.The Clinton campaign also noted that the president-elect had a much more viral marketing campaign than they did, which led to his unprecedented fundraising.
Here’s the kicker.Most of his graphic campaign was not done by his campaign staff, ad agencies or photojournalists.Rather, street artists jumped to his cause and began producing works of art around cities that followed his message.Pro-Obama art has appeared around the world in places like Beijing and Paris.
Nothing of this sort was seen for Senator John McCain.
Controversial.
 Shepherd Fairey, 38, a soon-to-be household name among graphic designers, designed the infamous “Hope” poster because he liked Obama’s views.It was circulated everywhere – both in the street and on the net.The Obama Campaign asked him to donate a free copy of the poster to their campaign store, and it was used as a major campaign funds generator.
As a student, Fairey was the creator of the infamous “Obey Giant” stickers of the 1980s, which featured a picture of Andre the Giant from the movie “The Princess Bride” and the word “Obey” below him. Fairey has had his fair share of experience with getting exposure to his messages.
His style was street art – admired as modern and cutting edge by enthusiasts and vandalism by traditionalists.Fairey had been arrested several times in the past by taking his street art too far.Street art is not a “fine art” and the campaign took a little risk associating itself with it.
Obviously, it was the right move.This guerilla style of artwork resonated among younger voters, and they turned out in droves.David Phelps, the president of the California Young Democrats reported that the youth turnout was up 100% between 2000 and 2008.
However, it is not just the use of street art that was controversial.Fairey acknowledged that he used inspiration for his “Hope” poster from communist Soviet propaganda posters.He said that is was meant to inspire, and not to associate with the views of the past Soviet era.The “Hope” poster has dubious roots.
Obama used it anyway.
Not-so-fair and balanced.
Throughout the 2008 Presidential Election, there was much controversy about the role of the media.Whether it was over Governor Palin’s wardrobe or President-elect Obama’s dubious associations, many called the media partial to politics, while others said that they were reporting the facts.
Neglected was each party’s graphic campaign, or lack thereof.The media altogether ignored the revolutionary campaign that took place for Barack Obama and as such, neglected their role as reporters of the news.
The graphic campaign that aided Obama was a major contributor to his grassroots campaign.Never in history as a presidential candidate branded himself in the manner that most businesses do.It seems that only bloggers have realized that Obama used a propaganda style campaign.Perhaps the news just ignored it.
No, Obama did not contract his campaign or an outside source to make these street-art, graffiti-style, or propaganda type graphics for his campaign. He never condoned it. He even sold some for campaign funds.
 This style that was used deliberately reflects back on the Lennin/Stalin era of propaganda.The only difference lies with the technology available now to create graphics as opposed to then.The same lines are used, the same colors, and the same “looking off into the distance” facial expression.
One blogger in his article “Obama's Propagandistic Iconography: the Making of a Messiah” suggests that these grassroots, independently made graphics make Obama into a sort of neo-religious icon, or in other words, a cultic figure.
America has come far since the Red Scares of the early and mid 1900s. The government and the media trampled all over any kind of Communist reference, intent on destroying anything that would refer to the downfall of capitalism, no matter how absurd or far-fetched it was.
I sense a bias lurking around somewhere.
More of my report is coming soon!
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