In a recent Adweek feature, writer Brian Braiker opined that “political branding today is in a word, bad,” despite the fact that there is so much at stake. With the 2012 presidential campaign season now in full swing, Braiker consulted experts in the advertising industry, including SVA Acting Chairman Milton Glaser and MPS Branding Department Chair Debbie Millman, to see how they felt about the way branding is being used in the current race for the White House.
“Nobody is taking the branding seriously,” said Millman. “It’s really laughable. And it’s shocking, given the sophistication of Obama’s branding…. Obama really changed the way in which design can be used effectively for a candidate…. He had a really powerful message—that ‘change’ message—and he repeated it over and over and over again.”
Glaser agreed, and pointed out the challenge of creating an effective political logo. “It attempts to produce a sort of atmosphere and attempts to be memorable the next time you see it,” he said. “It always traffics in the existing symbolism and things that people have already seen. So you will see the endless variation of stars and stripes and Statues of Liberty—and everything becomes banal.”
To read the full article, including critiques of the logos of the GOP presidential candidates, visit Adweek.
Image: Screenshot from Adweek.