My first thought when looking at Beto O’Rourke’s logo is ‘yawn.’ Symmetrical, no color, block letters. And design-wise, I have a criticism: kerning. There’s too much space between the E and T.
But this stark black and white graphic does have the potential to cement Beto in our minds as a serious candidate if we see it enough. Repetition is a critical component of any successful branding campaign, and this design is generic enough that he can infuse it with whatever message he wants, as long he hammers it home with consistency.
The Presidential logo is an updated version of the one Beto used in his 2018 Senate campaign against Ted Cruz. Designer Tony Casas of Stanton Street design agency rendered the candidate’s nickname (real name: Roberto) in the sans serif font Abolition, using black and white for maximum contrast. Casas says he was influenced by Robert Kennedy’s 1968 campaign graphics and the punk rock graphic style of The Ramones. It’s usually women who use their first name in a campaign logo, but this year we see Beto doing it, as well as Julián Castro, Cory Booker, and Pete Buttigieg.
And now let’s talk about Whataburger. Apparently, their spicy ketchup is very popular, and people noticed a similarity in its package design with Beto’s logo. The designer says the similarities are coincidental. I guess there are worse things than reminding people of a tasty condiment.