Sol Sender

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 Spanish writer Ramon J. Sender.

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."

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