That didn’t do a thing to make me interested in him. But after he announced, Hyperakt design firm released a complete design toolkit and made it available for download at PeteForAmerica.com. The toolkit includes a color palette, font choices, explanations, and directions for use — even help with pronouncing his name. This is a brilliant move, giving fans what they need to support the campaign on social media and elsewhere while maintaining a consistent visual image. But for now I’ll stick to discussing his new logo.
This is a very good design, inspired by something relevant to Buttigieg and his political experience: the arch of the Jefferson Boulevard Bridge in South Bend, Indiana, where he has been a popular mayor for eight years. During his tenure, Mayor Pete led a successful effort to remake the bridge as a symbol of South Bend’s renaissance. The campaign touts this accomplishment as representative of his leadership and innovation, and incorporated the bridge’s arch into the design of the logo.
Of course, there’s a good reason to go with a first name here — Pete is much more friendly and memorable than Buttigieg. The strong sans serif font (Industry), combined with the overall shape and color scheme (don’t miss the color story — cars, candy, dogs, and more!), creates a modern logo, but with a comfortable, familiar feeling. Here’s video from Hyperakt explaining the logo’s meaning:
Pete Buttigieg’s campaign logo and the accompanying graphics are the best in the large field of candidates so far. I’m eager to see if his supporters make use of the well-designed kit of tools provided by his campaign.