Manual Studio designs brand identity for Obama Presidential Center

The Obama Presidential Center in Chicago opened on 19 June, featuring a museum, public library, athletic space, and the Obama Foundation headquarters. Design studio Manual, co-founded by Tom Crabtree and Patricia Callaway, was appointed as prime design partner in 2023 to lead brand identity and visitor experience. The studio created custom typefaces, maps, signage, and wayfinding for the 78,000 sq m campus. Crabtree and Callaway discussed the project with Monocle, revealing it began with a LinkedIn message from Hashem Bajwa, the Obama Foundation's chief creative officer. The design process involved iterative sprints rather than traditional boardroom meetings, allowing for ambitious proposals like contemporary design language. Challenges arose during wayfinding due to the permanence of signage. The studio, with offices in San Francisco and Amsterdam, overcame impostor syndrome by focusing on collaboration and trust.