What can I possibly add to the chorus of people (designers and non-designers alike) currently discussing the 2016 presidential candidate logos?
I’ll start by saying how much I love that so many people are talking about logos. On the subway yesterday, I overheard a grandmother say, “I would have gone with a serif for my logo, it’s just so much more friendly.” It made me smile that she actually knew the difference between serif and sans serif and could express the associated personalities of each. And, I appreciate that so many people are talking about the purpose of a logo and what it communicates. With that said, I find it unfortunate that the dialogue is often so mean spirited. It seems that logo bashing has become a sport these days and political logos just intensify online snarkiness — which I will do my best to avoid.
In the context of this particular competitive set, I believe that Hillary Clinton’s “H” is the most successful logo. Is it as inspirational and graceful as President Obama’s iconic “O”? No, but it does an impressive job of doing what a logo is meant to do. It clearly connotes an idea (Progression! Moving forward!) and is memorable in its bold simplicity. In addition, the absence of a waving flag or military star is unexpected. Designed by Michael Bierut at Pentagram, this logo clearly stands out in the crowded, boisterous world of politics. In my opinion, it will stand the test of time.
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