The strongest logos tell simple stories.

Even Sol talks a lot about the how people adopted the logo, the great work of the team in social media like Twitter and Facebook, he also clearly points out what was the main driver of the viral success.

There is not doubt that it was peoples believes in the candidate and what he stoods for, excitement about his message and what he stands for in american history. That was the driving force to go viral in ways that we would not have imagined…This believe was the opener for people so that they took on the logo and started to make it their own and express them selves with it.

This clearly shows that as a brand (and I see Obama as a brand) you need to have a clear positioning that is expressed in a very few or one word (change). Your positioning needs to have relevance and credibility. And to finally get a movement going you need to be open and make it as easy and convenient as possible for people to connect with you and pass on your message. Sounds pretty easy and simple but I think most of the time when we are working on positionings and campaigns we forget about it.

Sol Sender – Obama logo design, part 1

Sol Sender – Obama logo design, part 2

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I’m surprised that Russell Davies is still by far the most important blog for planners.