Kamala Harris Unveils Campaign Branding That’s Purposefully Straightforward
Images via 324176523 © Tennesseewitney | Dreamstime.com / Wikimedia Commons
Swiftly pivoting from running mate to presidential candidate, Vice President Kamala Harris has unveiled her new campaign logo. Designed by the team behind the Biden-Harris campaign, the logo reflects a careful balance of familiarity and renewal.
The new look retains the recognizable red, white, and crème color scheme of the Biden-Harris campaign, ensuring visual continuity. The use of the sans-serif typeface, Decimal, further aligns with the 2020 campaign’s branding, symbolizing a seamless transition from Harris’s role as vice president to her new position as a presidential contender.
In an impressive feat, Harris’s woman-led campaign design team rolled out the rebrand within a day of her official candidacy announcement. The logo made its online debut on Sunday night, accompanied by updated social media banners.
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These visuals now feature the assertive slogan, “Let’s WIN this!” replacing the previous “Together we can finish the job!”
However, it’s not a mere copy of the previous design. Unlike Biden’s logo, which featured an ‘E’ reminiscent of the stripes of the American flag, Harris’s new logo emphasizes the word “for” in her slogan with red, making it read as “Harris President” at first glance.
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The team initially designed six different logo options, whittled them down to two, and then presented them to Harris’s team for final approval.
Eric Krueger, founder of the multidisciplinary design studio Trees Cut Stars, described the straightforward design as “a fairly smart move” in an interview with The Independent. With Harris already serving as vice president, it’d be wiser to roll out drastic changes during this chaotic period.
Graphic designer Megan Magray, who has worked with various Democratic candidates, pointed out that the campaign prefers to display “Harris” instead of “Kamala,” perhaps to appeal to a more conservative audience.
The move contrasts with Harris’s hip online presence, which leverages coconut memes and endorsements like that of Charli XCX to cultivate a youthful, dynamic image and encourage younger voters.
As Harris steps into her historic campaign, she brings along the branding, staff, headquarters, and financial resources of the Biden-Harris campaign. However, if she secures the Democratic nomination, her campaign will unveil a new logo for her chosen running mate.
[via The Independent and Fast Company, images via various sources]
