It’s smart to have examples included, so I chose probably the most successful branding campaign developed and executed within the past couple of years – even though this isn’t exactly news. Regardless of political standpoint, it is clear which of the above designs work best.
You can watch a very interesting interview from Sol Sender describing the process they went through when designing the Obama ’08 campaign identity. It’s interesting to note that Sol had never worked on a political logo before, but in my humble opinion I’d say it doesn’t matter as the process essentially is the same regardless of whether you’re working on a political campaign or “regular” corporate identity design.
Identity design should be based on strategy. Period.
We, as designers, have to involve and include upper management and their business strategy when designing corporate identity systems. This is how design becomes meaningful and not just decorations. It’s simply our responsibility.
Most designers can make things look pretty, but it takes determination, patience and a lot of preparation to build a meaningful brand platform, design a corporate identity that makes sense and then finally to implement it and roll it out.
If we all would start by referring to the corporate identity process using the same words AND have the same understanding of what they mean, it would simply be brilliant and we would ultimately heighten the level of design and communication in Alaska. This is one of many goals I’d like to achieve with the effort of starting a local AIGA chapter. AIGA is the American Institute of Graphic Design mentioned several times in previous posts.
Hopefully, in the future we will see less attempts to include an eagle, a mountain, a moose and a sunrise – oh, and the Alaska flag of course – all in the same logo, which is often the result of a client not understanding the value of great design …and possibly a designer not understanding it either.
If you’re still reading this (I like you a lot) chances are that you will get a great deal out of getting into this website from Tony Spaeth: Identity Works – I know I did. This is truly a great place to start.
