Case Study: Obama Foundation achieves a more dynamic, cohesive brand system with Manual

Obama Foundation builds a brand portal and refreshed identity with Manual

The Obama Foundation, a global nonprofit founded by Barack and Michelle Obama, faced the challenge of creating a cohesive brand system for its growing ecosystem of initiatives and the future Obama Presidential Center. They needed a unified identity that could serve diverse audiences and touchpoints while retaining their instantly recognizable logo and Gotham typeface. They engaged the vendor Manual to undertake this brand identity refinement.

Manual developed a comprehensive design system that expanded the Foundation's typographic range by creating bespoke condensed variants of Gotham, providing greater flexibility. This new system, implemented across digital and physical touchpoints, gave the Foundation a more dynamic and cohesive platform. The result was a revitalized brand that positions the organization as an active civic force, supported by a practical online brand portal that empowers their internal team for consistent future communications.

Obama Foundation