Creative Insights: Designing a logo that matches the candidate and the message

It’s easy to get bogged down with color and font options when you’re in the logo design phase, but what really matters in design: readability and visibility, according to Taí Coates-Wedde, Democratic strategist in design and branding.

“As long as your logo meets these criteria, the sky is the limit with your colors,” Coates-Wedde said in an interview with C&E. “But it keeps you from using colors like bright lime green or, you know, neon where it’s hard to see or read.”

Clients are often very attached to colors during the initial design phase, which is all the more reason to anchor the process with a creative brief, Coates-Wedde said. This process begins with a client questionnaire that helps the design team understand the client’s expectations and gather additional information that will aid in brand development.

“Which adjectives would best describe your brand? That’s roughly how [the candidate] wants others to think of them,” she said. “This information really gets us started with what the look and feel of the logo should be.”

One thing Coates-Wedde has seen more of this cycle is the website and brand refresh, which she sees as a positive design trend.

“The digital space is only getting louder and more crowded,” she said. “And so from a strategic perspective, I think that means people are more open to brand consistency and updating their brands as a whole. It just leads to better recognition and to a more coherent strategy at all levels.

Watch the full interview above to learn more about what the campaign design world can learn from the non-political space and how to adapt when there are too many creative cooks in the kitchen.

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