Building on the past, looking ahead

As the Obama Presidential Center prepares to open its doors in 2026, our brand identity enters a new chapter.

A colorful display of examples of the new Obama Foundation font. Examples read, “Small radical acts of change,” “Earth Day,” and “Building neighborhood connections.”

The Obama Foundation has always been more than an organization—it’s a movement grounded in hope, community, and the belief that ordinary people can create lasting change. See our new refreshed visual identity: a dynamic blend of lively colors, custom typography, and graphics rooted in our history and designed to inspire, empower, and connect changemakers around the world.

From the beginning, the Obama rising sun logo symbolized optimism and progress. Paired with the bold, modern Gotham typeface known worldwide from the iconic Shepard Fairey's "Hope" poster, it became synonymous with a new era of political and social change. The Obama campaign's visual identity was revolutionary, leveraging design not just as decoration but as a powerful storytelling tool. The rising sun emblem transcended traditional branding—painted on barns, stitched into quilts, and screen-printed onto grassroots merchandise. 

As The Obama Foundation prepares for the opening of the Obama Presidential Center on Chicago's South Side in 2026, the visual identity has been updated to stay connected to our past but inspire new leaders to look to the future. We partnered with Manual Creative (Opens in a new tab), Work & Co, (Opens in a new tab) and Myself & Others (Opens in a new tab) to connect the Foundation’s ongoing global programming to the physical Center, creating a cohesive system that honors the past and looks to the future. 

Our refreshed visual identity is built on a flexible design system that feels both sophisticated and structured, while remaining youthful and energized. Key elements include:

  • Color Palette: Our signature color, cobalt blue, represents optimism, vibrancy, and richness. It reflects the dynamic spirit of the Foundation.

  • Typography: From our heritage using Gotham to the striking energy of Gotham Condensed, our typography instills trust and sparks engagement. Three bespoke versions of Gotham Condensed Bold represent diverse voices and perspectives.

  • Illustrations: Visual storytelling embodies themes like empowerment, community, education, and progress, leveraging a diverse set of artistic styles to reflect our value of diverse perspectives.

  • Motions: Guided by five principles that add depth and bring our identity to life—advance, uncover, grow, unite, and ambient harmony.

  • Graphics: Radiating geometric patterns inspired by our logo symbolize the ripple effect of small acts creating meaningful change.

The Shepard Fairey's "Hope" poster. On the right is text that reads, “The Gotham typeface is part of our heritage—highly recognizable and inextricably linked to the Obama presidency. It remains a core element that we build upon to take further."

The Foundation has designed bespoke versions of the Gotham Condensed typeface to reflect its diverse community and vision for the Obama Presidential Center. These typefaces are inspired by the original Gotham font, famously featured in Shepard Fairey's iconic "Hope" posters from President Obama's 2008 campaign. This connection to our roots reinforces the power of design in shaping narratives of hope and change.

Gotham Condensed

Drawing from the Foundation’s Gotham heritage, Gotham Condensed brings a fresh, energetic feel. Its clean, streamlined design instills trust while sparking excitement, making it perfect for headlines and key messages. This typeface embodies the Foundation’s commitment to clarity and impact.

A blue and white gif of the gotham stencil font.
Gotham Stencil

Created in collaboration with Sara Soskolne at Monotype, Gotham Stencil adds a dynamic edge. Utilizing unconventional stenciling techniques, it evokes movement and modernity. This font shines in communications related to community engagement and sustainability, symbolizing resilience and adaptability.

A gif of the gotham inline font.
Gotham Inline

Gotham Inline offers a playful, layered look, adding dimension without overwhelming the message. Its vibrant style aligns with the Foundation’s focus on arts, culture, and civic engagement.

A green gif of the gotham font.
Gotham Slab

With strong serifs, Gotham Slab introduces a grounded, authoritative tone. Ideal for emphasizing key information, it reflects themes of democracy, leadership, and civic responsibility.

Chronicle

Complementing the Gotham family is Chronicle, a serif typeface that adds warmth and sophistication. Its classic design contrasts beautifully with the modern boldness of Gotham, creating a balanced, versatile typographic system.

The custom fonts, vibrant colors, and dynamic graphics aren’t just design choices; they're reflections of the Foundation’s spirit. They embody resilience, diversity, and progress. As the Foundation looks toward the future, this visual identity will continue to adapt, grow, and inspire.

Stay tuned as the new design unfolds across Obama.org and throughout the Obama Presidential Center’s vibrant campus—our home for community, hope, and change.

Your support turns hope into action

Donate to the Barack Obama Foundation to inspire, empower, and connect the next generation to change their world.

The Barack Obama Foundation is registered as a 501(c)(3) non-profit organization (EIN 46-4950751).

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