Will your logo fit in all these spaces? If it’s not, maybe think about having a couple different versions of your logo where you’re retaining those key design elements so your brand is still recognizable, but it can fit in different areas: You have a logo that will fit into a square, one that’s going to fit onto a bumper sticker well. Will your logo look good in all black? Will it look good in all white? If not, you might want to adjust some things. So you need to really adapt your logo into these spheres and think about what is happening in different spaces. But logos are so much more complex - even the most simple ones - than a 24×16 yard sign. Brands are much more powerful when they have a real story that is authentic behind them.Ĭ&E: What’s something campaigns can be doing better when developing their logo and branding package?Īmanda Biundo, Creative Director, Ascent Strategic: I see a lot of down-ballot races where they’ll have a campaign yard sign design and they’ll call that their logo. That’s often why you get kind of surface-level brands that are picking a font and picking a couple colors that feel right and the rest is sort of built on the fly. A lot is left to the design team to figure out. ![]() It’s just very surface-level information to build a brand with. I’ve heard a lot of stories from colleagues who have worked with other campaigns and have had zero direct contact with the candidate - all information was second- or third-hand. It warrants more of an investment in doing the job well. They underestimate the importance of design, and how much access the designer needs to do that job justice. Generally, I would say that any designers, including ourselves, are under a ton of pressure to do something that feels moderately well executed and on point in two weeks. I see it as kind of miraculous to get close to the mark. I think they underestimate the importance of the work. Most of the time, though, the idea is to really talk to the client to try to help them crystalize the most central feeling or vision or aspect of their campaign that can then be communicated into something visual.Ĭ&E: Is there something holding political design back?ĭeroy Peraza, Partner & Creative Director, Hyperakt: The way that the majority of candidates approach branding is fundamentally broken. Like if they’re really young, they may want to de-emphasize that. Mostly people are trying to emphasize something, but sometimes they want to de-emphasize something. I want to understand their campaign strategy and help them crystalize that. I want to find out what parts of the campaign they really want to emphasize. We talk through it with them in an organic way, and try to get a sense of what the vibe of the candidate is. Although we’d like them to take more of a back seat to it, and let us take more of a lead, they often feel like they need to be connected to the final product in some way. If they’re not open minded and they’re not creative, their personality will come through in the final product. Robert Arnow, Creative Director, Incitement Design: In my experience, the candidate exerts a lot of control. ![]() There are a lot of things to balance but at the end of the day it’s really about using design to advance the communication of your candidate’s values, not as a way to define them.Ĭ&E: How do you make design and branding personal for candidates? We’re trying to ensure our material is not only accessible, but culturally competent. ![]() The constant tension for 99 percent of grassroots campaigns is, ‘we want to fit all of this text on this mailer,’ and everything is happening in a chaotic way and very last minute. We’re working on this campaign together because we really, really believe in what we’re doing. I try to stick to my, sort of, central design values: We’re working towards something that is clean and optimistic and open and bright.
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