God Bless America But Please Hurry!

Obama launches stimulus brand

President Obama yesterday unveiled two new logos for his stimulus program which address its brand deficit (see here and here). One is for projects completed under the American Recovery and Reinvestment Act (ARRA), and the second for the U.S. Department of Transportation’s TIGER (Transportation Investment Generating Economic Recovery). Video of President Obama making the announcement.

It wouldn't be fair to expect the drama of a New Deal eagle in today's environment; nobody's going to name a football team after a government program, as they did in Depression-era Philadelphia (below). And one can only imagine the bureaucratic and political hoops these designs had to jump (or squeeze) through.

But I still can't help feeling disappointed. The Chicago-based studio that created them, Mode, also designed the evocative Obama sunrise logo. Given the magnitude of what the new marks represent and the bad feelings of the times we live in, I was hoping for something more inspiring. And one can only be struck by the low-profile launch--the new logos appear deep in Whitehouse.gov as little more than set dressing. All in all, the Administration could have harnessed more of the emotional power that a strong symbol can generate.

Update: Stimulus Naming Deficit

Today President Obama signs the American Recovery and Reinvestment Act. As I asked below, whatever its economic value, couldn't it have had a more stimulating name? Would a reassuring nickname or acronym help the program to create more confidence?

Reporters are calling it the "economic stimulus plan" or "economic recovery plan." Valpak, which distributes savings coupons, took out a full page in The New York Times to call their envelopes "The original Consumer Stimulus Package." (More colorful puns on "stimulus package" are showing up as well...far too colorful to be repeated here.) Would the fiscal package be more effective, wrapped as distinctively as those blue Valpak envelopes?

But then, there's a time for generics. Maybe this was a communication strategy: by not making the name too proprietary or distinctive, make it easier for Obama's aides to negotiate the contents, and the votes.