-Source-Politico-
The surge of women candidates running for office this year is having an unintended side effect: They are sparking a revolution in the design of campaign yard signs and logos, introducing a new palette of colors and dramatic departures from tradition in what’s long been one of the most staid and cautious corners of politics.
Red, white and blue are giving way to green, purple and even turquoise. Campaign logos are featuring landscapes and birds. The typography on signs is changing, too — softer sans serif fonts are replacing more severe serif typefaces.
Much of it can be traced directly to a deluge of women candidates — many of them running for office for the first time — intent on putting personal stamps on their campaigns.
“I think that a precedent has been set that colors can be changed, that different iconography can be employed and you’re seeing these candidates, in particular, absolutely pushing that another step further,” said Ryan Durant, principal partner at the branding agency OVO, whose team spearheaded Sen. John McCain’s rebranding efforts after his 2008 presidential election loss.
One of the candidates who sought to make her campaign logo a personal expression is Montana Democrat Kathleen Williams. For her, the branding serves as a reminder of her late husband.
“When he was in Iraq, he wrote me this card that he referred to me as his North Star,” said Williams, whose husband who had died of a heart attack two years earlier. “He had suggested six years ago or so, that I run for Congress and I had rejected that because he said that he wouldn't come with me. So I just dismissed it.” Read more
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