Making Their Mark: Rating 2016 Campaign Logos
Presidential candidates’ logos are just part of a campaign’s effort to connect with voters, but they say a lot about the candidate’s brand and help with name recognition.
CQ Roll Call asked designers who specialize in creating logos and brand identity what they thought about the 2016 crop of candidates’ logos. Here are some of their critiques.
Jeb Bush: “It looks like it belongs on a toy or something like that, versus as a presidential logo. … Jeb probably needs a complete redesign because it just doesn’t represent him.”
Hillary Rodham Clinton: “Hillary Clinton is a known entity, but I think to not have her name as part of the logo, and the logo itself is not that strong. … Hillary’s logo could have benefited from some more time.”
Ted Cruz: “It’s a little cliche, there’s nothing that really stands out. … Is that a flame? Is that a water droplet? I’m just not sure what it’s trying to present.”
Rand Paul: “The torch is kind of interesting, [but] it feels to me a bit heavy handed. It feels like a logo I would see in Home Depot — more like a product or a tool brand than a campaign.”
Marco Rubio: “I think the typography is nice. It comes across in a friendly way. … The United States as an ‘i’ dot is not needed and we lose two states and territories so it doesn’t represent all of America.”
Bernard Sanders: “Very basic. You could replace anybody’s name with that. It’s very generic.”
“Walker’s is the worst in terms of name recognition, which I think is the most important thing at this stage.”
— Walter Carlton, principal and art director of Spark Design