This week, President Obama unveiled the new emblem that will be stamped on projects funded by the economic stimulus plan. I’ve been waiting with curiosity to see how this marketing-savvy administration will brand the recovery effort, undoubtedly a big branding (and selling) challenge.
They’ve already come up with a boring, forgettable name—The American Recovery and Reinvestment Act—but made progress with a solid website effort in Recovery.gov, an informative, message-focused destination with an easy-to-remember URL.
The new emblem, when compared to the original Works Progress Administration (WPA) one from 1935, reveals some interesting ideas.
First, the round shape is immediately a departure from the square, not to mention an echo of the successful Obama campaign logo. The circle provides a more “inclusive” feel, and the three parts divide themselves up in a less rigid, formal way, unlike the flag-like stripes of the square.
Second, the symbols are more diverse. Although the patriotic stars are included, you also see symbols representing “green” and “industry” (or manufacturing, construction). And not to be missed, the website URL, which neatly takes up a quarter of the space, indicates that this is after all 2009.
Finally, the color scheme is not your typical American red, white and blue. Green, brown and blue are definitely a modern palette, one that’s often associated with the domestic realm close to home. Given the focus on jobs, I think that’s appropriate.
So let us know what you think. Send us your critique on the design!
Though none of my business as a non-American, I am interested in design and imagery, particularly when it communicates politically. There is something bothersome about the two stars at the top that loose their shape to the outer edge – they could’ve lost only the tips of their points but not the entire shape perhaps. It seems distracting instead of flowing. The western leaf (left) bears away from the stem with a “chopped out” node which seems like it’s been eaten at by an insect – again, not necessary and slightly distracting. But overall, it’s essentially a refreshing departure from the traditional, rather exhausted American-style emblemagery and makes for a clear message in keeping with the victories and success already attained by your new government. Good job.
Great critique Anke! I hadn’t noticed it before but thanks for pointing that out.
Regarding the boring name, we could improve it by making the acronym TARRA and pronounce it “TAH-RAH”! Alternatively, ARRIA is more natural. And it sings.