“What is unique here…is (Axelrod’s) desire to transcend the conventions of traditional campaign design (i.e. white type on a blue ground with some vapid interpretation of the American flag...see logos from last Bush and Kerry campaigns).”

“I was looking for something that would transcend the usual political iconography and would speak to a movement for change, not just a campaign for office.”

“It was exactly what I had hoped. Even though it employed traditional colors, it didn’t look like a political insignia. Without Obama’s name or a word of copy, the image conveyed so much.”