All campaign materials begin with a logo. A candidate is a brand and I needed to brand myself quickly.
As a former graphic artist, I’ve found myself in the past critiquing campaigns based on their visual design. I’m not the only person who does this. For example, I cringed when I saw John Kerry’s campaign logo and found that The New York Times found Bush’s to be better, too.
I need to start knocking on doors quickly and I was pressed for time. I started looking at as many campaign logos as I could. In the end, I went with the same font choice as Barack Obama’s campaign, but switched their uses; name in ‘Gotham’ and the message in a serif font, as opposed to the other way around.
I tried to make a cool “T” like he uses his “O”, but it was awkward. So I went for stars and stripes that were warmer and more flexible than the usual hard geometric patterns. My visual message: I’m dynamic and friendly.