SIG FOR SENATE
Logo Design and Branding
New Jersey US Senate candidate needing a brand package to fit his progressive,
youth-driven campaign.
Client's background in financial technology greatly influenced the creation of the logo. Inspiration was pulled from leading fintech brands with storytelling in mind. The fintech look also contributes to the progressive, youth-driven aspects of the campaign.
The challenge then was to create a logo that looked sleek and high-tech without feeling impersonal or unpatriotic.
The flag stripes and the star keep the logo feeling patriotic while the the curves and rounded edges of the logo step outside typical fintech conventions, lending a hint of playfulness.
Client provided color palette and specifically asked for a logo and lockups that could use the palette interchangeably at any time. This required heavy experimentation and production to ensure that colors were used appropriately.
