Obama Foundation
Inspiring hope through civic innovation and a cohesive brand
The brand
Founded in 2014 by President Barack Obama and Michelle Obama, the Obama Foundation was established to extend the values and civic spirit of the Obama presidency into long-term global impact. Its mission is to inspire, empower, and connect the next generation of citizens through programs like the Obama Scholars, Leaders, and Fellowships, and has raised over $1.1 billion since its inception. At the heart of its efforts is the Obama Presidential Center, currently under construction on Chicago’s South Side, envisioned as a hub for civics, education, and community connection. Grounded in values of inclusion, integrity, and active citizenship, the Obama Foundation is dedicated to inspiring tomorrow’s leaders and building a more participatory and equitable future for all.
The guidelines
Developed by design studio Manual in collaboration with the foundation’s internal team and their digital agency Work & Co, the Obama Foundation’s brand standards are a comprehensive and adaptable system designed to support a wide range of programs, audiences, and communication needs. While retaining the iconic rising sun logo, the system introduces custom typefaces, modular color palettes, and motion behaviors. This approach allows for consistency across various initiatives while accommodating their unique visual expressions with a tone that is institutional yet optimistic. Accessibility was a key consideration, ensuring the brand performs reliably across digital, print, and environmental applications—reinforcing its mission to inspire and connect the next generation of leaders.
Credits
