Sol Sender is an American graphic designer and brand strategist best known for leading the design of the logo for Barack Obama's 2008 presidential campaign. Sender is a partner at the design firm VSA Partners. Sender's father is composer and writer Ramon Sender, son of Ramon J. Sender.
Creation of Obama logo
Sender's firm, Sender LLC, was commissioned to design a logo by Chicago-based mo/de (a motion design studio). The latter had been brought on board early on by David Axelrod, Obama’s chief campaign strategist, although it had never done a political identity before. Sender led the design team of three which included Amanda Gentry and Andy Keene. Project managers at mo/de were Colin Carter and Steve Juras.
"We were looking at the “o” of his name and had the idea of a rising sun and a new day,” according to Sender. “The sun rising over the horizon evoked a new sense of hope." "The design expression was so constrained and so bland for so many years in politics," Sender says. "I think we had a fresh approach because we’d never worked on a campaign before” — and, of course, the power of the logo had a lot to do with “the power of the candidate’s message."