In a French political landscape with standardized visual codes that all look alike, the teams of Christiane Taubira, France’s former Minister of Justice (2012–2016) partly known for having promulgated the law on marriage and adoption for homosexual couples, wanted a campaign with distinctive visual languages to represent the woman who hoped to unite the left-wing parties.
The logo is based on Norwester. Obviously was chosen for its “handmade signs” aspect, recalling the militant victories of past decades and the hope represented by a Taubira candidacy. Its “American” look also reflects a desire to link up with the progressive movements represented by a section of the American left, such as Alexandria Ocasio Cortez and Bernie Sanders. The fact that Obviously exists in dozens of different styles is also ideal from a presidential campaign perspective, to adapt to all the media that count today: from placards to digital.