Would you vote for this logo? We look at the rise of ... · INSIGHT BRANDING Would you vote for...
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INSIGHT BRANDING Would you vote for this logo? We look at the rise of politician branding With political candidates on both sides of the Atlantic making headlines with their personal logos, we look at what makes a successful identity for a politician. By Tom Banks on August 13, 2015 In the UK, front-running Labour candidate Jeremy Corbyn has been making his case for party leadership in recent weeks through a campaign fronted by this logo. Corbyn’s logo is bold and memorable, but will it prove effective? Left-winger Corbyn is using the strapline “straight talking honest politics” and his message is gaining traction with younger voters on social media, some of whom are adopt- ing his snappy #jezwecan message, which echoes Barack Obama’s #yeswecan presidential election campaign of 2008. On both sides of the Atlantic social channels have become an increasingly important political arena. This week we’ve also seen graphic design used as a tool for political jousting in the US as the teams of Democrat can- didate Hilary Clinton and Republican candidate Jeb Bush manipulated each others messages and logos in a rather public Twitter spat. It was a battle-ground of reactive photo-shopping and im- passioned polemic rather than the result of any considered political satire. Here’s what happened: Cost won't be a barrier to an education. Debt won't hold you back. Read Hillary's plan: hrc.io/college 7:34 PM - 10 Aug 2015 2,101 1,673 Hillary Clinton @HillaryClinton Follow @HillaryClinton pic.twitter.com/m6LAHYCLok 10:05 PM - 10 Aug 2015 2,907 2,510 10 Aug Hillary Clinton @HillaryClinton Cost won't be a barrier to an education. Debt won't hold you back. Read Hillary's plan: hrc.io/college pic.twitter.com/KVyr8SlSVn Jeb Bush @JebBush Follow .@JebBush Fixed it for you. pic.twitter.com/d4q9EWpXCA 12:52 AM - 11 Aug 2015 8,554 12,381 10 Aug Jeb Bush @JebBush @HillaryClinton pic.twitter.com/m6LAHYCLok Hillary Clinton @HillaryClinton Follow .@HillaryClinton fixed your logo for you. pic.twitter.com/141nXHQe4Z 3:09 AM - 11 Aug 2015 10,141 14,142 11 Aug Hillary Clinton @HillaryClinton .@JebBush Fixed it for you. pic.twitter.com/d4q9EWpXCA Jeb Bush @JebBush Follow In years gone by we’ve more used to political parties’ cam- paigns being fought across direct marketing and billboards. But the last few elections in the US and UK have seen the importance of online and social channels grow – and can- didate logos are now being drawn into this battle-ground. Therefore a politician’s logo now needs to be robust enough to compete in this space, while also communicating the ideals of an individual and a party – and hopefully capturing the mood of the nation in some way. So what does make a good political candidate logo today? We asked some experts. Siegel+Gale EMEA President Philip Davies: “It must convey leadership, defined by three key things, which are really the three things that anyone putting them- selves up there as a leader should embody: authenticity, empathy and logic. If the logo can play well to each of these, you’re probably on to something good. “Technically, there are some principles to apply: Is it age- less? It needs to represent a wide range of people. Is it ver- satile? It needs to be used in various formats and some- times under basic production. Is it representative? It needs to truly demonstrate something about the beliefs of the candidate? Are they offering something new? Something fa- miliar? Something about change? Something about continu- ity? “Whatever is the candidate’s core message and philosophy, it should be evident implicitly or explicitly in the logo. Is it simple? It needs to cut through and do all the above with clarity. “If we look at Jeremy Corbyn’s logo it does feel authentic. It’s Jeremy Corbyn. Red. Utilitarian. Direct. Socialist. Uni- onist. It doesn’t have empathy though. It’s blunt. The cap- ital letters feels distant and shouty. It isn’t particularly lo- gical. It’s simple. But doesn’t make sense. “The extended J and Y. Why? It appears as if he’s going in two different directions; thereby indicating he doesn’t know where he’s going. Barack Obama’s O logo “Finally, it’s not the famous ‘O’ of Obama’s 2008 campaign. That raised the bar and not many have reached it since. Al- though Hilary Clinton’s ‘H’ with Arrow is good. “Political logos have evolved in the wake of Obama’s. Mov- ing a little more in to the corporate style of iconography as opposed to the traditional political lobbying style.” Rufus Leonard executive creative director James Rams- den: “We are starting to see political logos move in the right dir- ection. “There was a time when these icons represented the cause, purpose, idea or mission of the party but that is becoming harder for them to achieve in a clear, memorable and au- thentic way. With cynicism rife and overly complex topics venturing into every conceivable life matter imaginable, shouldn’t we aim for more simplicity in politics? “To design a really good political logo today, it needs to be distinctive and different to the endless arrangements we’ve seen over the years.” “Those candidates who consider a true brand ecosystem or framework that is more akin to how the best brands design their brand identities will fare well. “In turn this will help them to create compelling commu- nications rather than defaulting to an expected colour and splodge left, type right arrangement. “Often the true personality and character of the party is delivered through the leader rather than through the iden- tity, as its arguable that ‘the leader is the brand’ in this cir- Hillary Clinton’s logo, designed by Michael Bierut cumstance. Those candidates who are driving more leader character into the brand identity, such as Hillary clinton, rather than trying to pack an outdated embodiment of a purpose, idea or mission will do better. “And of course it needs to be ready for digital, TV and so- cial.” David Kimpton, Kimpton Creative: “Jeremy Corbyn’s candidate logo seems to take visual in- spiration from the Hoover logo – and it sucks. “A decent political candidate logo should be something bold and distinct that displays a passion for what you be- lieve in – robust enough to take the fight to the opposition – a metaphorical ‘flag’ to rally the troops behind.” C Space chief creative officer Franco Bonadio: “Funny, the Corbyn symbol reminds me of The Who logo and of a time when people wore badges for fashion. So is this retro approach an accident or a strategy ? “Not long ago the approach would have been to create a symbolic picture of something we could relate to like a Tree (Conservatives) or an aspirational message like Obama’s ‘Yes We Can. ‘ Both worked well in changing the political conversation at the time. “Today we have little faith in our politicians or their prom- ises so anything remotely suggestive of positive symbolism would most probably be trashed instantly via social media. The Conservative tree logo “So look back at the recent history of political logo’s (trees, birds, flames, flowers, flags etc) and steer well clear of all of them. So no logo then, just their name and picture… Wait a minute, just had an idea… make Jeremy Corbyn the new Che Guevara!”
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Transcript of Would you vote for this logo? We look at the rise of ... · INSIGHT BRANDING Would you vote for...
INSIGHT BRANDING
Would you vote for thislogo? We look at the riseof politician brandingWith political candidates on both sides of the Atlantic makingheadlines with their personal logos, we look at what makes asuccessful identity for a politician.
By Tom Banks on August 13, 2015
In the UK, front-running Labour candidate Jeremy Corbynhas been making his case for party leadership in recent
weeks through a campaign fronted by this logo. Corbyn’slogo is bold and memorable, but will it prove effective?
Left-winger Corbyn is using the strapline “straight talkinghonest politics” and his message is gaining traction withyounger voters on social media, some of whom are adopt-ing his snappy #jezwecan message, which echoes BarackObama’s #yeswecan presidential election campaign of2008.
On both sides of the Atlantic social channels have becomean increasingly important political arena.
This week we’ve also seen graphic design used as a tool forpolitical jousting in the US as the teams of Democrat can-didate Hilary Clinton and Republican candidate Jeb Bushmanipulated each others messages and logos in a ratherpublic Twitter spat.
It was a battle-ground of reactive photo-shopping and im-passioned polemic rather than the result of any consideredpolitical satire. Here’s what happened:
Cost won't be a barrier to an education. Debt won't hold you back. Read Hillary's plan: hrc.io/college 7:34 PM - 10 Aug 2015
2,101 1,673
Hillary Clinton @HillaryClinton
Follow
@HillaryClinton pic.twitter.com/m6LAHYCLok10:05 PM - 10 Aug 2015
2,907 2,510
10 AugHillary Clinton @HillaryClintonCost won't be a barrier to an education. Debt won't hold you back. Read Hillary's plan: hrc.io/college pic.twitter.com/KVyr8SlSVn
Jeb Bush @JebBush
Follow
.@JebBush Fixed it for you. pic.twitter.com/d4q9EWpXCA12:52 AM - 11 Aug 2015
8,554 12,381
10 AugJeb Bush @JebBush@HillaryClinton pic.twitter.com/m6LAHYCLok
Hillary Clinton @HillaryClinton
Follow
.@HillaryClinton fixed your logo for you. pic.twitter.com/141nXHQe4Z3:09 AM - 11 Aug 2015
10,141 14,142
11 AugHillary Clinton @HillaryClinton.@JebBush Fixed it for you. pic.twitter.com/d4q9EWpXCA
Jeb Bush @JebBush
Follow
In years gone by we’ve more used to political parties’ cam-paigns being fought across direct marketing and billboards.
But the last few elections in the US and UK have seen theimportance of online and social channels grow – and can-didate logos are now being drawn into this battle-ground.
Therefore a politician’s logo now needs to be robust enoughto compete in this space, while also communicating theideals of an individual and a party – and hopefully capturingthe mood of the nation in some way.
So what does make a good political candidate logo today?We asked some experts.
Siegel+Gale EMEA President Philip Davies:
“It must convey leadership, defined by three key things,which are really the three things that anyone putting them-selves up there as a leader should embody: authenticity,empathy and logic. If the logo can play well to each ofthese, you’re probably on to something good.
“Technically, there are some principles to apply: Is it age-less? It needs to represent a wide range of people. Is it ver-satile? It needs to be used in various formats and some-times under basic production. Is it representative? It needsto truly demonstrate something about the beliefs of thecandidate? Are they offering something new? Something fa-miliar? Something about change? Something about continu-ity?
“Whatever is the candidate’s core message and philosophy,it should be evident implicitly or explicitly in the logo. Is itsimple? It needs to cut through and do all the above withclarity.
“If we look at Jeremy Corbyn’s logo it does feel authentic.It’s Jeremy Corbyn. Red. Utilitarian. Direct. Socialist. Uni-onist. It doesn’t have empathy though. It’s blunt. The cap-ital letters feels distant and shouty. It isn’t particularly lo-gical. It’s simple. But doesn’t make sense.
“The extended J and Y. Why? It appears as if he’s going intwo different directions; thereby indicating he doesn’tknow where he’s going.
Barack Obama’s O logo
“Finally, it’s not the famous ‘O’ of Obama’s 2008 campaign.That raised the bar and not many have reached it since. Al-though Hilary Clinton’s ‘H’ with Arrow is good.
“Political logos have evolved in the wake of Obama’s. Mov-ing a little more in to the corporate style of iconography asopposed to the traditional political lobbying style.”
Rufus Leonard executive creative director James Rams-den:
“We are starting to see political logos move in the right dir-ection.
“There was a time when these icons represented the cause,purpose, idea or mission of the party but that is becomingharder for them to achieve in a clear, memorable and au-thentic way. With cynicism rife and overly complex topicsventuring into every conceivable life matter imaginable,shouldn’t we aim for more simplicity in politics?
“To design a really good political logo today, it needs to bedistinctive and different to the endless arrangements we’veseen over the years.”
“Those candidates who consider a true brand ecosystem orframework that is more akin to how the best brands designtheir brand identities will fare well.
“In turn this will help them to create compelling commu-nications rather than defaulting to an expected colour andsplodge left, type right arrangement.
“Often the true personality and character of the party isdelivered through the leader rather than through the iden-tity, as its arguable that ‘the leader is the brand’ in this cir-
Hillary Clinton’s logo, designed byMichael Bierut
cumstance. Those candidates who are driving more leadercharacter into the brand identity, such as Hillary clinton,rather than trying to pack an outdated embodiment of apurpose, idea or mission will do better.
“And of course it needs to be ready for digital, TV and so-cial.”
David Kimpton, Kimpton Creative:
“Jeremy Corbyn’s candidate logo seems to take visual in-spiration from the Hoover logo – and it sucks.
“A decent political candidate logo should be somethingbold and distinct that displays a passion for what you be-lieve in – robust enough to take the fight to the opposition –a metaphorical ‘flag’ to rally the troops behind.”
C Space chief creative officer Franco Bonadio:
“Funny, the Corbyn symbol reminds me of The Who logoand of a time when people wore badges for fashion. So isthis retro approach an accident or a strategy ?
“Not long ago the approach would have been to create asymbolic picture of something we could relate to like aTree (Conservatives) or an aspirational message likeObama’s ‘Yes We Can. ‘ Both worked well in changing thepolitical conversation at the time.
“Today we have little faith in our politicians or their prom-ises so anything remotely suggestive of positive symbolismwould most probably be trashed instantly via social media.
The Conservative tree logo
“So look back at the recent history of political logo’s(trees, birds, flames, flowers, flags etc) and steer wellclear of all of them. So no logo then, just their name andpicture… Wait a minute, just had an idea… make JeremyCorbyn the new Che Guevara!”
