Behind the Design: Crafting the RWC Logo
By Amanda Biundo (VP of Creative and Marketing)
Designing the Republican Women’s Caucus logo wasn’t just about making something look good; it was about capturing the energy, purpose, and unapologetic strength behind this movement.
I knew this needed to be more than just a visual identity from the start. It needed to reflect a message woven into every conversation we had throughout the process: American issues are women’s issues. This logo had to carry that truth, not with bells and whistles, but with clarity and conviction.
I’ve had the honor of working with Congresswoman Kat Cammack for years, and this project was a continuation of that collaboration. She has an incredible eye for strategy and a deep passion for building something meaningful, which came through in every step. This caucus is her vision, alongside Senator Katie Britt—one built to elevate, unite, and empower Republican women across the country—and the logo had to rise to match it. I also knew this logo and branding would be seen by the Trump Administration and House Leadership, only adding to the weight and honor of taking on the design.
I don’t design in the traditional way. You won’t find pages of sketches in my notebook. My process is more like building a puzzle in my head—I visualize how everything should come together, then bring it to life directly on the screen. I’ll tweak things a hundred times, shifting one piece at a time until it clicks. That’s my zone. That’s where I find the balance between meaning and design. I’m not an academically trained graphic designer; I didn’t major in art. I live heavily in the sketches within my brain, making them a reality on a computer.
For this logo, we started with the torch—drawn from the iconic Liberty Torch, but reimagined for this moment. It needed to feel strong and grounded, but with a fresh edge. Inside the flame, I created a silhouette of a woman. Subtle but unmistakable. This brand isn’t just about carrying a torch; it’s about being the flame itself, and women should be front and center for that conversation. That image became the heart of the entire mark.
We went through multiple revisions, adjusting the scale, silhouette, shape of the flame, spacing, and type until everything sat just right. It wasn’t about making it flashy. It was about making it true.
I also knew early on that the torch and flame needed to work as a standalone icon. The mark had to be flexible enough to live on a podium, a pin, or a phone screen without losing impact. That’s where the real design work happens—behind the scenes, making sure every use case feels just as powerful as the full lockup.
We paired a bold serif with a softer, modern sans serif for the typography. I wanted it to reflect the duality of who these women are: unashamedly filled with grit and femininity, standing firm for their values.
The color palette—deep red and a refined gold—felt natural. It’s classic, patriotic, but still polished and elevated. Precisely what this caucus stands for.
Once we landed upon the final design, we knew. We then took this logo and made one clearly cut from the same cloth for the Republican Women’s Caucus Fund so they could exist in the same spaces and feel unified. Because at the end of the day, great design isn’t just about aesthetics—it’s about identity. It’s about reflecting who people are, what they stand for, and where they’re going.
This one? This one meant a lot. As a woman designer, I’m so proud to have played a small part in helping bring this vision to life and watch it be announced at the White House.
