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Rate the Ad: Obama Administration: Recovery Emblem

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Last week, we looked at an Alpo campaign to bring dogness back. In the spot, Fallon, Minneapolis sent two saviors out into the world of high-end doggie massages and canine couture to bring the antidote to un-dogly foofiness - Alpo dog food - to over-pampered pets. We wanted to know if this campaign makes Alpo the doggie Axe or if it's Recession inspired. Whatever it is, Rate the Adsters certainly liked it.

Many thought the insight into the overly coddled dog trend, which existed way before these tough economic times, is spot on. Commenter "andrejdwin" says, "The timing's right and the campaign would have been super cool even two years ago. Let's face it, Paris Hilton-inspired tiny little rats—sorry, dogs—in handbags and treating them like cats is a trend a lot of dog lovers are opposed to. This campaign plays off this insight and gives them something to strongly relate to—ergo, start loving the brand, no matter what the economic situation."

One commenter "MATSNL65" wanted a little more ham in the delivery though: "On the execution of the various touch points of media, I wish the creative team had the energy to give me the excitement of what it is to be a dog. The Alpo rescue team lacks energy or eccentricity. The dogs aren't shown to be 'dogs' again after eating Alpo. You don't have to go outside of brand but you should complete the story by at least having the animals run and play catch."

This week, we offer up a bit of branding unveiled recently by President Barack Obama. On Tuesday, Obama revealed the logo that will grace all projects funded by the economic stimulus package to show Americans where all those hundreds of billions of dollars end up. The emblem—as the White House is calling it—is a circle containing the package's URL, a half-pie American flag, a quarter green leafiness, a portion of gears and what may be the Red Cross symbol.

"We're also making it easier for Americans to see what projects are being funded with their money as part of our recovery," Obama said at a Department of Transportation event where he and VP Biden announced the release of some stimulus dough. "So in the weeks to come, the signs denoting these projects are going to bear the new emblem of the American Recovery and Reinvestment Act."

There's also a separate logo for the transportation-specific stimulus projects out of Transportation Investment Generating Economic Recovery, TIGER for short. Mode Project, a Chicago design shop, with designers Aaron Draplin and Chris Glass created both logos--Check out our March issue, coming soon, for more on Draplin. Mode, with another Chicago firm Sender LLC, designed the now-iconic Obama election logo more than two years ago. The design team is not yet authorized to comment on the stimulus logos.

Well, American taxpayers and otherwise, what's your take? Do you think the Recovery Act logo will actually clarify things for Americans? Does it seem unnecessary? Or insightful? How does this stack up against Obama's campaign branding? What do you think of the graphic elements? Why gears? Share your thoughts on the design or the tactic, below.

Credit: White House photo 3/3/09 by Pete Souza.
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