The Obama Foundation unveiled an updated identity developed by the Manual studio. The organization focuses on leadership development and community projects, and the new design coincides with the opening of the Obama Presidential Center in 2026. The update preserved recognizable elements of the branding while adding consistency across all areas of activity.
The emblem, depicting a rising sun, originally appeared in Barack Obama’s 2008 presidential campaign and has remained unchanged in its basic form. However, minor adjustments improved its proportions. The upper arc and horizontal stripes are now positioned closer together, making the emblem appear cohesive. The symbol has become larger, making it more visible.
The typography has been updated. Previously, “Obama” and “Foundation” were written in different styles; now, both words are styled identically. Thus, attention shifted to the collective activities of the foundation rather than an individual personality. The letters became more compact and dense, creating a neat style.
A change involves unifying the foundation’s programs. Previously, different foundation branches had fragmented visuals, making it difficult to recognize them. The new system consolidated the entire design into a unified structure, making it recognizable to the organization and its projects. easier
Gotham remains the primary typeface, but its new variations expanded its options. Gotham Condensed Bold became the primary choice for key messages, creating an active tone in communications.
To enhance typography, the foundation consulted with Sara Soskolne from Monotype. Three Gotham variants were created specifically for the Obama Presidential Center:
- Gotham Slab Condensed is a serif typeface inspired by traditional American typographic examples, suitable for historical content and educational materials.
- Gotham Stencil Condensed is a variant with letter cutouts that conveys dynamism and is suited for projects related to local communities and ecology.
- Gotham Inline Condensed is a typeface with inline detailing echoing the rising sun emblem shape, intended for events and art-related materials.
The additional typefaces provided flexibility in designing a wide range of materials, from digital platforms to signage and printed materials for the center.
The updated design helped the foundation create a cohesive structure aligned with its future-oriented community and leadership initiatives.