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About

(Est. 2014) “[This past September 19] to advance the goal of preventing sexual assault, the President and Vice President will unveil a new public awareness and education campaign: ‘It’s On Us.’ The campaign seeks to engage college students and all members of campus communities in preventing sexual assault in the first place. The campaign is being launched in partnership with the Center for American Progress’ Generation Progress, along with student body leadership from nearly 200 colleges and universities across the country, collegiate sports organizations such as the NCAA, and private companies that have strong connections with students at colleges and universities.”

Design by

Identity and campaign: Mekanism
Spot: The Mill

Related links

White House press release
Behind the scenes with The Mill on the making of the spot
WIRED story about the campaign

Images (opinion after)

Opinion

There isn't much to the identity or even the logo but damn if it doesn't look good. Super bold, super tight sans serif, perfectly executed. The "IT'S ON" type and bar are not as perfect as the "US" but it works well. As a unit they work really well together and make for a decent logo-as-window when photos are placed in there. (Not so much when logos get shoehorned in). The spot hits all the right notes and having the right balance of very well regarded celebrities — Jon Hamm, Kerry Washington, Rose Byrne, Questlove, Kevin Love, Joel McHale, Common, Connie Britton, Mayim Bialik, Randy Jackson, Gina Gershon, Darby Stanchfield, Lance Bass and Olivia Munn — makes sure it doesn't seem like they are all shilling for their latest movie or project on the efforts of a good cause.