No matter the direction of your political leanings, there’s one thing we can all agree on: there is no shortage (on either side of the aisle) when it comes to the number of candidates vying for the presidency in 2016. Along with all those candidates comes a plethora of presidential—and some maybe not-so-presidential—logos.
Designers and non-designers alike have been quick to offer opinions as to the success or failure of said logos, with Barack Obama’s 2008 campaign logo often heralded as the gold standard this cycle’s candidates’ are measured against.
But how much does a logo design really matter in the context of something as monumental as a race for the presidency of the United States of America? If you look at a logo as a visual representation of a brand—often the first seen and most talked about visual representation of a brand—the argument could be made that the design of your logo and other campaign materials could actually make or break a campaign.
So, how do you ensure that design helps to make rather than break your political campaign?
When you’re on the campaign trail, you want a brand that won’t be easily forgotten once you move on to the next city. Take the time to develop a brand that sticks with people, but…
Don’t try to please everyone.
You’ve heard the saying. “You can please some of the people some of the time…but you can’t please all of the people all of the time.” This is especially true when it comes to your campaign brand. At the end of the day, your brand should represent who you are and what you stand for in a way that resonates with your primary target audience. No more. No less.
Keep it simple.
You stand for a broad range of issues, but remember, the best designs will take the complete picture of you and distill that down into its simplest, purest form—into a core feeling and look that, ideally, will resonate with your constituents.
If your brand does not accurately represent your personality and underlying character, the public will know it. And they won’t like it.
Keep in mind that your brand doesn’t stop with your logo. Your logo design may be striking and memorable, but presenting a consistent visual language across all brand touch points will have a far greater impact in the long run.
Putting design to work for rather than against your campaign could make a world of difference when it comes to the polls. Keeping these 5 simple ideas in mind will help you stay focused on what matters when it comes to crafting your campaign brand.
Christine DiGiovacchino is the Creative Director at SevenTwenty Strategies.