Barack Obama is the coolest president we’ve had since John F. Kennedy, at least according to conventional standards for such things. Obama has always been a brand as much as a politician, one that has been perceived as sleek, smart, and up to date.
Then along came HealthCare.gov. Its failure to launch is a signal event in the long political battle over Obamacare and perhaps an inflection point in the president’s image. It’s hard to maintain a sense of truly being on the cutting edge of change when you can’t build a website.
Obama’s cool was, in part, an artifact of world-class marketing. Graphic designer Michael Bierut writes in the book Designing Obama (yes, there’s such a book) of how impressed he was watching Obama rallies in 2008: “The awe-inspiring part was the way all the signs were faithfully, and beautifully, set in Hoefler & Frere-Jones’s typeface Gotham.” If only the folks at Health and Human Services were consumed with such attention to detail.