Thursday, November 17, 2016

Brand Identity in the Race for the White House

Wired magazine published an article on presidential logos, stating that "campaign logos—even the clever ones—have yet to play a major role in [the 2016] presidential race." Which concurs with something we continue to espouse and tell our clients: a logo is an element of a brand, not the brand itself. In fact, according to Forbes magazine a brand is "what your prospect thinks of when he or she hears your brand name. It’s everything the public thinks it knows about your name brand offering—both factual...and emotional...."

Visual elements of the brand, including but not limited to the logo, are developed to communicate the brand's message, and this understanding is gaining momentum in the world of politics. In 2004, George W. Bush campaigned with his iconic "W", abandoning the typical name/wordmark application, but it was Obama's campaign logo that raised the bar in presidential branding. The 2016 presidential election embraced the trend and even saw some detour from using Old Glory's colors and attributes. Take a look at these presidential logos and see if you think their brand messages are visually on target and relevant in the ever-changing design...and, oh, political...landscape:


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