Los Angeles Times @latimes Bringing L.A. to the world and the world to L.A. Subscribe now: checkout2.latimes.com/ May. 20, 2019 1 min read

One of the starker divisions in the sprawling Democratic field is how candidates present themselves—a friendly first name, a no-nonsense last name, or both names—in their logos, on their websites and in promotional materials.  https://lat.ms/2YCYu9O 

Those seeking political office—and the consultants who advise them—often go to great lengths deciding how best to brand a candidate for strategic purposes.

It’s no frivolous task.  https://lat.ms/2YCYu9O 

So what goes into a good logo?

It should communicate the basics—a name and some inkling of the office a candidate is seeking—but ideally project a deal more. Think: something that reinforces individuality, especially in a crowded Democratic field.  https://lat.ms/30uv2Vc 

For instance: Kamala Harris For The People—not “Kamala,” not “Harris”—highlights the California senator’s background as a state and local prosecutor, a central part of her political identity, by quoting the words she used when rising to speak in court.  https://lat.ms/2VDyCc3 

And how does that translate into a logo?

The typography and red-yellow-blue color scheme pay homage to the 1972 campaign of Shirley Chisholm, the first black woman to run as a major-party candidate for president.  https://lat.ms/2YCYu9O 

Follow @latimespolitics to stay updated on who’s running—and who’s not—in 2020.  https://lat.ms/2VOb5dh 

You can follow @latimes.


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