18 Years of Hope: The Evolution of the Obama Legacy

“ This campaign can't only be about me. It must be about us — it must be about what we can do together. This campaign must be the occasion, the vehicle, of your hopes, and your dreams.”

–President Barack Obama, Springfield, Illinois 2008

18 years ago Barack Obama officially announced his candidacy for President of the United States in Springfield, Illinois. The prevailing sentiment of his speech, and of millions of people watching in-person and at home, was one of collective change. President Obama’s message of hope as a common unifier remains constant. His first presidential campaign brought together people from all walks of life, committed to the basic principles of democracy. With the help of thousands, his administration brought those principles to life through landmark legislation such as the Affordable Care Act and the Don’t Ask, Don’t Tell Repeal Act. 

Today, that legacy will continue to flourish at the Obama Presidential Center, located in the heart of Chicago’s South Side. President and Mrs. Obama’s emphasis on creativity as a solution to many of our problems guides their work. In 2026, the Center will open its doors to thousands of visitors from across the globe, introducing a new audience to the latest iteration of the Obama story.

The colors, fonts, and images that were used on thousands of campaign posters, buttons, and signs will now be used to promote youth programs at our basketball court, to tell bold stories at the Museum, to foster creativity in our Media Suite. At the impressive 19-acre campus, visitors will have the chance to explore a variety of opportunities that celebrate the creativity of our past, while encouraging us to move eagerly into the future.

The Obama’s ability to blend the past with the future began on the campaign trail in 2008. Sol Sender, a Chicago-based graphic designer and brand strategist, led the team that created the original Obama logo. Sol and his team found inspiration for the logo design from various historical sources. At David Axelrod’s direction, they looked back at the mayoral campaign of Harold Washington, Chicago's first African American mayor.

“We always knew that we wanted to do something different, something unique, maybe not the run-of-the-mill campaign identity,” Sol expressed. “The Harold Washington era marked a pivotal moment for Chicago, and we recognized the historical significance it held, similar to what we anticipated with President Obama's campaign. In crafting the logo, we embraced his vision for America. A lot of his themes at the time were around unity and building bridges across divides in America. We wanted to create a brand that embodied these values.”

Over the years, the logos and imagery associated with the Obamas have been embraced and adapted by communities around the world—adorned on signs and stickers, cookies, stitched into quilts, and screen-printed onto endless merchandise.

The creative team behind the logo took painstaking steps to ensure that the logo could be customized by different groups looking to put their signature stamp on the campaign. People took the Obama logo and made it their own, creating a diverse tapestry that celebrates the unique and special qualities of each community under a core set of democratic principles.

This distinctive aspect of the Obama legacy will be felt across the Obama Presidential Center campus. Four separate buildings will host a range of activities and experiences that allow people to express themselves. The Forum on campus will hold the Elie Wiesel Auditorium, a dynamic event space for audiences and performers alike. In the Museum, visitors will be able to tell us about their interactions with the Obamas‘ legacy through innovative and interactive technology. 

“It all boils down to the people who voted and made a difference. Thinking about how it's impacted me personally, I realize that taking action is what truly matters. Getting out there and making things happen, being the change you want to see,” reflected Scott Thomas, the Design Director of President Obama’s 2008 campaign. “As a designer, you're always influencing change. I'm grateful to use my creativity not just for good, but also to contribute to making our country better.”

With the Obama Presidential Center set to open in 2026, the unveiling of the Obama Foundation’s new visual identity this week—which includes a new version of the rising sun logo—marks a new chapter at the South Side campus. 

“The Obama Presidential Center isn't just about the past; it's mostly about the future. We're going to use this brand to inspire people and provide them with the platform to share how they envision creating the world they want to see,” shared Michael Strautmanis, Executive Vice President for External Affairs for the Obama Foundation. “At this stage of our work, we have the responsibility to infuse our design with the idea that our solutions can arise from our communities. We need to embed this concept into the brand's identity so that people not only participate in our programs and hear our messaging but also understand the essence of our mission just by looking at our brand. It's time for us to take that next step.”

With our new visual identity and the building of the Center, our mission to inspire, empower, and connect the community has never been stronger. 

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