Catching the Eye of Election Consumers
Around Iowa the candidates logos are everywhere. They are on billboards, in people’s front laws, on people’s laptop cases, and all over social media. Though they seem to be annoyingly present, there are reasons why we see them everywhere. The logos were designed meticulously, using advertising techniques in an attempt to make us, the voters, think certain things about the candidates. I spoke with Hannah Jorgensen, a junior marketing and management major at Drake University, about the advertising techniques that are behind the top candidates logos. Jorgenson had a lot to say about the strengths and weaknesses of each.
Blue is often associated with the depth and stability of the sky or the ocean by consumers. Blue represents strength, reliability, and trustworthiness. Clinton’s logo has a pop of red, which is exciting. Pops of red are often used in advertising to get people’s attention. Jorgensen points to Clinton’s red arrow as an example of a good logo. It not only draws you in, it then gets at her point that she will move the country forward. Jorgensen thinks that Clinton’s was one of the best logos because it used the least amount of words. The more words in a logo, the less powerful it is.
Trump’s is the other logo that Jorgensen considers the best. In addition to strength, reliability, and trustworthiness, blue also represents power. Trump’s logo used the darkest blue of any of the candidates. He also used the most blue of any of the candidates. His logo invokes a sense of power in consumers. The font and the alignment of the logo is pleasing to the eyes, and thus draws the consumer in.
Rubio also uses red and dark blue, but Jorgensen believes there is too much red. Though red is exciting and draws in the consumer, it is also overwhelming and should be used in small amounts. She also points to the amount of words as a weakness in Rubio’s logo.
Sanders uses the lightest blue of any of the candidates. Light blue represents the reliability, trustworthiness, and strength of blue with added creativity. Jorgensen pointed out that the combination of light blue with the two wave-like lines as smart ways to make Sanders appear creative. The lines are unconventional, but not overpowering. They add to the idea of a deep and stable ocean, while invoking a sense of creativity in the consumer.
Carson’s logo also uses light blue. Similarly to Sanders’s logo, his invokes a sense of creativity for the consumers. Jorgensen said a weakness of Carson’s logo is the use of a lot of words. Also the use of these colors is not cohesive and hard on the consumer.
Fiorina’s logo has the same strength as Trump’s in that the few words are all centered. The red star draws in the consumer, but its placement is not center and could possible confuse the consumer since it is in place of part of the A. Also, the light grey used is a weak color and not attention-grabbing. Grey represents sadness and dullness. Its use invokes the wrong feelings in a consumer.
The use of red in Bush’s logo is attention-grabbing and exciting for consumers. Jorgensen believes the use of red for the exclamation point was a smart decision, though the logo would be more powerful if only the exclamation point was red. Another strength of the logo is the few words used.
Overall, Jorgensen thought that Clinton’s and Trump’s logo would have the best consumer response. All of the logos are attempting to elicit some thought or feeling from election consumers, the voters. So while driving through a neighborhood filled with yard signs, or sitting is a Starbucks looking at a laptop case full of candidate logos, it will make more sense as to what the campaigns are trying to do.
Haley Barbour is a junior political science and international relations double major at Drake. She spent last semester abroad in Amman, Jordan, studying Arabic and Middle Eastern politics. Follow her on Twitter.