Designing the Unknown: the New Biden-Harris Logo
On Tuesday, Joe Biden announced that Senator Kamala Harris would be his vice-presidential running mate. The campaign was quickly updated to include a new Biden-Harris logo designed by Hoefler&Co. in collaboration with Biden campaign advisor Robyn Kanner:
But the designer of the logo wasn’t told who the running mate would be beforehand, so how did the campaign get it out so quickly? According to Jonathan Hoefler, the design team designed a whole collection of logos for potential candidates gleaned from reading the media tea leaves.
A consequential decision at an unpredictable time, conducted under absolute secrecy, poses an interesting dilemma to the typographer: how do you create a logo without knowing for certain what the words will say? Logos, after all, are meaningfully informed by the shapes of their letters, and a logo designed for an eisenhower will hardly work for a taft. The solution, naturally, involves the absurd application of brute force: you just design all the logos you can think of, based on whatever public information you can gather. Every credible suggestion spotted in an op-ed was added to the list that we designers maintained, and not once did the campaign even hint at a preference for one name over another.
I would love to see some of those alternate designs (Biden-Warren!), but there’s no way in hell they’ll ever see the light of day, especially before the election.
Update: Several designers weigh in on the new logo. I love Debbie Millman’s take:
I never, ever thought I’d say this after a lifetime in professional branding, but on the spectrum of good branding versus effective branding, I’d say at this point it is irrelevant. Frankly, the Biden-Harris logo could have been scribbled on a napkin and I’d be happy. Trump’s brand is beyond repair and is now more dangerous than ever. The soul of our country is at stake.
That logos don’t matter that much (unless they are either great or horrible) is probably true more often than designers and branding folks would care to admit.
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