How do I love thee? Let me count the ways.
I love thee to the sky, as high as a balloon.
Spying on us from China, watching us so in tune.
I love thee – it doesn’t take a spy to see.
No, not even a spy balloon can deny our love.
All they have to do is look at thee.
Amanda Biundo on Effective Political Branding
As designers, one of the most important things we do for a campaign is the initial branding. A logo clearly establishes the look and feel of the campaign’s entirety. We would be remiss if we didn’t take this role seriously, work closely with the candidate or organization, and try to replicate their vision effectively. However, knowing when to push back on the client and voice concerns about ineffective branding is essential. With that said, it is just as important to know when to pick our battles; some just aren’t worth having.
Clients will come to us with likes and dislikes already in their minds, preferences on colors, favorite fonts, and sometimes even a logo their second cousin’s best friend’s neighbor’s barista designed. Not every idea is a gem; it is our role to set clients up for success while maintaining the relationship. What makes a logo impactful, though?
- It needs to be noticeable and stand out amongst the competition. My favorite example of this is the “red, white, and blue” on everything. If every candidate uses that color scheme, then there is nothing to make you stand out. Take the time to see what other candidates in that race are doing and do something different.
- It needs to be legible – this might seem obvious, but it must be remembered. A logo needs to be adaptable to a variety of situations. Ask yourself, will this work on a yard sign? What about a lapel sticker? If you’re unsure or the answer is no – go back to the drawing board.
- Hierarchy matters. With branding, you are trying to get across two things quickly – candidate name and office. If you’re choosing the order you want a potential voter to remember, the name should be the number one priority. Name ID is gold in this business – signs will never cast a vote – but having someone recall your name leaves an impression that is more likely to make it to the ballot box. The next step is for them to identify what office you are running for.
The above is a simplified breakdown of what a client needs to have a well-established brand. As designers, we must work with our clients to do the best by and for them. This means being fearless of getting out of our comfort zone, talking to the client, learning what is driving them, and leveling with them when their ideas won’t land how they think they will. Only some people will listen – that is where you learn to pick your battles.
On the Move: Ascent Team Travel
We’re always on the move for our clients or attending worthwhile events! This past week had our team in DC, trekking across Indiana, and hosting Charleston’s center-right coalition meeting. Next week will be equally busy and exciting:
- Andrew will be in New York City hosting The Monday Meeting.
- Kory is heading to DC on Monday for client meetings.
- Derek is trading East Coast weather for California sunshine to attend meetings with the Log Cabin Republicans this weekend.
Want to get coffee or sit down for a meeting while we’re on the move? Don’t hesitate to reach out to schedule something with us.
