How to brand ... a presidential candidate

Obama's distinctive logo forms a halo around his head Photograph: Jason Reed/Reuters

Obama is one of the first presidential candidates to be promoted in the same way as a consumer brand, with lapel pins … Photograph: Chip Somodevilla/Getty

… stickers … Photograph: Sarah Lee

… and novelty merchandise. Photograph: Chris Carlson/AP

Lovingly handmade banners have been exchanged by staff at rallies … Photograph: M Spencer Green/AP

… for officially branded materials, which are successful in achieving cultural impact for the product Photograph: Mel Evans/AP

Obama's logo, inevitably in red, white and blue, suggests a sun rising over a ploughed field Photograph: JC Hong/AP

But it is the campaign's typography that is its crowning glory. Obama uses Gotham, which was chosen for its elegance and simplicity, as well as its associations with the American vernacular tradition Photograph: Chip Somodevilla/Getty

In comparison, Hillary Clinton's New Baskerville looks comparatively stuffy Photograph: Justin Lane/EPA

…while it is probably no coincidence that John McCain's sans serif Optima font is the same as that used to engrave the names into the Vietnam Veterans' Memorial wall in Washington DC Photograph: Brent Smith / Agency/Reuters / Bridgeman Art Library

Obama's grandmother stands by a campaign sticker. Will the man live up to the promises of his design strategy? Photograph: Thomas Mukoya/Reuters