A few months ago, we blogged about the design, print and web branding created by the 2020 US presidential candidates. So, as the general election is looming, we thought we’d do the same for our own political parties and see if we could use the good, bad and ugly to inspire you when it comes to your winning branding. So, in no particular order…
Their branding: Starting with the party currently in power, the conservative party logo – a scribbled tree that often encompasses the union jack – has been in use since 2006. However, their current campaign branding is completely different and doesn’t use the existing brand much at all. They have chosen to focus on colours and themes that are similar to the Brexit party and images and messages to do with Boris Johnson.
Your business: Although we would advise keeping things consistent, refreshing your brand or experimenting with entirely new branding when launching a new product or service can keep things fresh and appealing to your target markets.
Their branding: Labour’s vivid red and rose logo, which dates back to the 1980s, are bold and historic which fit with their ‘real change’ message. In fact, messaging plays a key part in Labour’s brand with pull-out quotes from Jeremy Corbyn on much of the campaign materials. There is a revolutionary, but also a reminiscent, feel to the Labour campaign.
Your business: The use of one, bold colour can really grab attention when it comes to visual identity. Typography is also becoming bolder and more integrated into brands, with typographic logos and playful typographic design becoming increasingly popular – particularly with brands who have something important to say.
Their branding: The Lib Dem’s ‘bird of liberty’ logo is used consistently on their campaign materials, along with their distinctive yellow and black colours – making them instantly recognisable. However, in their online campaigning they have experimented with different looks, incorporating all parties’ colours and using bolder typography, presumably to appeal to new voters and the younger generation.
Your business: The Lib Dems are a great example of how consistent branding across all your marketing materials – from business cards, to websites, to large format, to your company vehicles – can help you create an instantly recognisable organisation. However, the need for frequently updated digital content via social media or advertising means that this is a great medium in which to experiment and show different sides to your business.
Their branding: The Green Party have remained consistent in their branding and have definitive brand guidelines around colours and imagery. Their logo is the planet with either petals or flames around it, which sends a strong message. However, in this article from Design Week, they are criticised for not making bolder choices and missing an opportunity to deliver a more passionate, innovative campaign.
Your business: Having a great set of branding guidelines is definitely something we would recommend – and we have produced branding guidelines for organisations of all sizes. However, that doesn’t mean that you can’t innovate and be creative within those guidelines to keep things interesting for your customers and help you stand out in your market. It’s also a good idea to review your branding every couple of years to keep things fresh.
We hope that this has given you some inspiration when it comes to your own marketing and campaigning. Whether you are going door-to-door, digital or large format, when it comes to winning over your customers, the Marcomedia Party would love to help you! Call us on 0208 590 0922, email us at firstname.lastname@example.org or come and visit us at our Royal Docks campaign HQ.