The Obama campaign won in a competition to help attract the youngest voters. This audience loves humor, they love challenging the status quo, and they tend to think that their vote doesn't matter. 

The solution was to create a message that they found sufficiently humorous, non-status quo in it's personality, and made them feel that their vote might actually count.  Hence, conveying that progress has already been made and that they could actually help all of us reach a meaningful finish line.  

Using new media, in a clever way, was important as well to convey the message that Obama is in tune with today, not a politician for somebody's parents or grandparents.

The logo was simplified and designed to look like a button you push in a digital medium.

The simplicity of the look helps to uncomplicate politics, and highlight the humor.