2020 Presidential candidates’ logos: The good, the bad and the ugly 🇺🇸


That's right. We are going presidential.


You probably never thought of the power that design has on a presidential outcome. The power to sway you for or against a candidate may rely on what color or typeface the designer uses. There is a lot going right and a lot going wrong with the 2020 presidential candidates' logos. I decided to handpick 8 logos out of those currently running for president and broke it down into the good, the bad and the ugly.


For those who don't have time to read it all, there is a summary below each candidate.

Let the controversy begin!


*It's important to note that this is a politically un-bias review of the logos and in no way reflects what the party currently stands for. Honestly, I'm not sure what half of them stand for anymore anyway.




THE GOOD





Joe Biden: Democratic


The greatest designers steal what is already out there and use it to create something better. By recognizing the importance and maybe even "nostalgia" of Obama's logo the designer creates a powerful symbol while getting a bit creative with the E - making you think the dog days of Obama will be back in full swing with Biden. It's also important to note that this is one of the only logos that have "president" in it. This is a statement; telling you that he will be president. It's a bold move that is anchored to an even bolder logo.


That sort of statement mixed with the powerful block letters makes for a powerful mark. I will say that the only risk with this one is the "E" may get lost to some viewers and even seem to others like a red hand which isn't the best look for him. Let's all agree its an American flag and move on.


Alright, so what went right:

Using Obama's logo mixed with the risk of the "E" as an American flag. Even though this guy is 77 his logo makes you believe that he still has something cool and modern to give to the white house. Even if it's just more Biden memes.

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Michael Bloomberg: Democratic


This one is doing a lot of things right. The use of lower-case sans serif typeface is working with the dominant 2020 in blue and red. It's showing a modern look while understanding what most of the population is used to and expects out of a presidential logo. That means that there is trustworthiness there with a splash of modernism.


I love everything about it; the only thing that I would change would be the "Bloomberg" in all caps. I understand the necessity of it as he maybe isn't as popular as Biden or Bernie but I think there would be more cohesion without it. I'm being pretty picky though.


What went right:

The contrast of color and typeface makes this logo modern while still sporting that glorious red white and blue. Everyone roots for the small guy right? The lower-case treatment of his first name makes him seem more approachable and personal as opposed to the all-caps "BIDEN".



THE BAD





Pete Buttigieg: Democratic


Can anyone say Wrangler Jeans? Alright. Alright. I actually really like this logo. Everything is balanced really well and I love their color choice. The center arch draws visual inspiration from the Jefferson Blvd Bridge in South Bend, Indiana which is evident in the handcrafting of the typeface. This presidential logo also has a very strong industrial feel to it - and I think that's where it falls short. Don't get me wrong, It's okay to stray a bit from the "presidential feel" and it might even work in their favor. I just think this one strayed a bit too far.


What could have gone better:

Should someone tell Pete that he is running for president? It doesn't necessarily need to be screaming America but it could have a bit more patriotism ... right?



Andrew Yang: Democratic


"Lang 2020" is just about all that I need to say. There is this thing that logo designers do that's called the squint test. Basically you squint at the logo (getting rid of all the graphic distractions) and if it still reads/looks legible and how you want it to then that's good! Just try it once and then you will want to be voting for Lang, not Yang!


Listen, they took a creative risk with the Y and I think it definitely backfired. It's really a disappointment because everything was going right for this logo and I really wanted to love it, they just tried to get too clever with incorporating the flag.


What could have gone better:

Just stop trying to be cheeky and make it a regular Y. Thank you.



Elizabeth Warren: Democratic


This logo appeals to everyone. While that may be a good thing, it's also why it made the bad list. The typeface is a sort of stretched sans-serif that balances between rounded and sharp edges. Like the logo itself, the typeface is floating in that neutral zone, too afraid to be anything in particular.


I believe that the color is something that really helps this logo. The mint green mixed with the dark blue/black is a welcomed departure from the typical red/white/blue. This use of color plays with what you expect from a president and can be easily linked to the idea that maybe she is going to bring something new to the white house.


What could have gone better:

This lack-luster logo is sitting on that fence - liked by everyone but loved by none. Everyone is just sitting there poking it waiting for it to do something. Given the political climate though maybe that's a safe bet?



THE UGLY





Tulsi Gabbard: Democratic


Soft rounded edges in the typeface just don't seem to be appropriate here. Maybe they were trying to make her seem more approachable but I think they missed the mark. In addition this logo falls flat for me because it doesn't really feel presidential. This logo looks like it could be for any organization. Thinking they could get away with just putting '2020' below is being lazy.


What went wrong:

Gradient. Although I will play devils advocate and argue that there are probably versions out there with a knockout color. This logo is just uninspired.



Amy Klobuchar: Democratic


Amy for class president anyone? The use of three different typefaces shows indecisiveness as well as the weird mixture of almost small caps (making the lower-case letters uppercase while at the same height) but not capitalizing them throws off the balance.


What went wrong:

It's a tough challenge to depart from the typical red, white and blue and stand out as different for America. But that green is not the answer. Also, for my colorblind readers, I can imagine this logo maybe was a struggle?



Roque De La Fuente: Republican


This logo is a great example of why it is not good to design by committee. As one of the worst logos in the presidential race, It clearly is trying to get all the information that is needed into a tiny little space. I can vividly hear the painstaking cries of the designer as the client demands they clutter the logo with nonsense. *The designer complies as he slowly dies inside.


So what went wrong:

Color. It's basically a golden rule in logo design to have a max of two colors. This has three and its one of the biggest reason why this logo made the ugly list. Having the competing orange and red colors causes the viewer frustration because there is no visual balance.



Agree or disagree with my choices? Let me know which one was your favorite or least favorite by hitting up that comment section.


Thanks for reading,

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