Sorry if I’m slow on the uptake, but as I have been going through a bit of a revival of interest in the Obama campaign lately, I happened to come across these – failed alternatives for the Obama campaign logo, including the original version of the one with which we all later became familiar. It is fascinating to see what alternatives were under consideration. From the comments, there seems to be a consensus that the ultimate winner was indeed streets ahead, but is that just familiarity and hindsight? I have seen how much organisations obsess about logos, the European Parliament being no exception, and how strong opinions can be, but still there are logo-sceptics, who believe that it doesn’t really matter, it being the ultimate association which matters. Perhaps graphic designers out there can tell us why they do matter so much?