A Campaign Logo Should Be Simple, Clean and Clear
A campaign logo is something that many candidates obsess about. The color, the font, the stressing of the first vs. the last name, incorporating a candidate photo or a spirit animal, we’ve heard it all. I like a good campaign logo, but this is a time in which many first-time candidates get taken advantage of. Yes, the campaign’s brand is undoubtedly important and it is worth some conversation, but it should not be a long, arduous, drawn-out process. With that said, here are a few important items to consider when you’re designing your campaign logo.
Clarity: Clarity is an important element to any good campaign logo. Who you are and what you are running for are the basics a clear, understandable logo. The best logos easily convey these items in a simple, concise way.
Connection: Demonstrating a link to the community in which you are running for office is a secondary, but important, goal of a strong campaign logo. Some campaigns choose to use their high school colors or the colors of the company you work for. I have seen and used all sorts of combinations for all sorts of reasons but overall, simple is still best.
Color: Think about how the color of the logo connects to you and please try to go beyond red, white, and blue. If you want your logo to stand out, pick a color combination and a design that everyone is not using
Contrast: How will your logo look on a background? Will it stand out or will it blend in? Does it stand out compared to your opponents’ logo? Again, it’s important to remember that simpler is better. The clearer your campaign logo is, the more you will be able to use it across all of your communication mediums.
Cost: Your 5-color campaign logo may look awesome but the cost of a full-color yard sign will likely be cost prohibitive. Using a simple 2- or 3-color logo is often best.
When designing your campaign logo, many folks will only think about their campaign logo in terms of a yard sign. This is a mistake. Your logo will be seen more times on your TV spots, direct mail pieces, and your website, than on a yard sign. That’s why it's important to make sure your logo will work across all forms of communication. Ask your communications team for their input and, if possible, hire your consultants before you create you design a logo. It will save you time, money, and effort.
Again, the takeaway here is that your logo must be simple, clean and clear. If your campaign is using a ton of valuable time discussing the color and imagery of the logo, you are likely off track.