Harris for President
A bold, light-speed brand identity for the 2024 Harris-Walz campaign.
Project Type
Branding
Studio
Wide Eye
Role
Associate Creative Director
Harris for President
A bold, light-speed brand identity for the 2024 Harris-Walz campaign.
Project Type
Branding
Studio
Wide Eye
Role
Associate Creative Director
Harris for President
A bold, light-speed brand identity for the 2024 Harris-Walz campaign.
Project Type
Branding
Studio
Wide Eye
Role
Associate Creative Director
Introduction
On Sunday, July 21, 2024, President Joe Biden announced his decision to step down from the 2024 presidential race, endorsing Vice President Kamala Harris as his preferred successor for the Democratic nomination. While Biden for America's internal team quickly created an interim logo, they recognized the moment demanded a new and comprehensive brand identity.
The Harris campaign needed branding that would differentiate the candidate from her predecessor, authentically convey her character, and be set up to scale across the hundreds of applications required of a campaign with a national reach. Plus, the exceptional circumstances imposed a highly-compressed,107-day timeline from the announcement til election day.
Introduction
On Sunday, July 21, 2024, President Joe Biden announced his decision to step down from the 2024 presidential race, endorsing Vice President Kamala Harris as his preferred successor for the Democratic nomination. While Biden for America's internal team quickly created an interim logo, they recognized the moment demanded a new and comprehensive brand identity.
The Harris campaign needed branding that would differentiate the candidate from her predecessor, authentically convey her character, and be set up to scale across the hundreds of applications required of a campaign with a national reach. Plus, the exceptional circumstances imposed a highly-compressed,107-day timeline from the announcement til election day.
Introduction
On Sunday, July 21, 2024, President Joe Biden announced his decision to step down from the 2024 presidential race, endorsing Vice President Kamala Harris as his preferred successor for the Democratic nomination. While Biden for America's internal team quickly created an interim logo, they recognized the moment demanded a new and comprehensive brand identity.
The Harris campaign needed branding that would differentiate the candidate from her predecessor, authentically convey her character, and be set up to scale across the hundreds of applications required of a campaign with a national reach. Plus, the exceptional circumstances imposed a highly-compressed,107-day timeline from the announcement til election day.
Approach
The visual identity is intentionally and unapologetically bold in its simplicity, reminiscent of a time in American politics when substance and integrity prevailed over celebrity. The brand drew inspiration from Shirley Chisholm’s groundbreaking 1972 presidential bid, type-only campaign logos of the 1940s–1970s, and Harris’ own 2019 Presidential run.
In less than 3 weeks and in close collaboration with the talented, rapidly-growing Harris for President creative team, we crafted and documented a new brand in a comprehensive 150-page book.
The creative solution
This is our America
Approach
The visual identity is intentionally and unapologetically bold in its simplicity, reminiscent of a time in American politics when substance and integrity prevailed over celebrity. The brand drew inspiration from Shirley Chisholm’s groundbreaking 1972 presidential bid, type-only campaign logos of the 1940s–1970s, and Harris’ own 2019 Presidential run.
In less than 3 weeks and in close collaboration with the talented, rapidly-growing Harris for President creative team, we crafted and documented a new brand in a comprehensive 150-page book.
The creative solution
This is our America
Approach
The visual identity is intentionally and unapologetically bold in its simplicity, reminiscent of a time in American politics when substance and integrity prevailed over celebrity. The brand drew inspiration from Shirley Chisholm’s groundbreaking 1972 presidential bid, type-only campaign logos of the 1940s–1970s, and Harris’ own 2019 Presidential run.
In less than 3 weeks and in close collaboration with the talented, rapidly-growing Harris for President creative team, we crafted and documented a new brand in a comprehensive 150-page book.
The creative solution
This is our America
A strong and decisive wordmark
Deceptively simple, the Harris logo was particularly challenging in that it needed to symbolize a candidate less familiar to the masses, and needed to work typographically with potential running mates’ names.
After the announcement that Tim Walz was joining Harris’ bid as the Vice Presidential candidate, we received a message from Tal Leming through Scott Dadich, offering to make some improvements to the wordmark that used his typeface Balto for Walz’ name. We worked quickly in the 24 hours after the initial launch to make small but critical improvements to the logo and roll it out across the campaign.
A strong and decisive wordmark
Deceptively simple, the Harris logo was particularly challenging in that it needed to symbolize a candidate less familiar to the masses, and needed to work typographically with potential running mates’ names.
After the announcement that Tim Walz was joining Harris’ bid as the Vice Presidential candidate, we received a message from Tal Leming through Scott Dadich, offering to make some improvements to the wordmark that used his typeface Balto for Walz’ name. We worked quickly in the 24 hours after the initial launch to make small but critical improvements to the logo and roll it out across the campaign.
A strong and decisive wordmark
Deceptively simple, the Harris logo was particularly challenging in that it needed to symbolize a candidate less familiar to the masses, and needed to work typographically with potential running mates’ names.
After the announcement that Tim Walz was joining Harris’ bid as the Vice Presidential candidate, we received a message from Tal Leming through Scott Dadich, offering to make some improvements to the wordmark that used his typeface Balto for Walz’ name. We worked quickly in the 24 hours after the initial launch to make small but critical improvements to the logo and roll it out across the campaign.
A broad and fearless palette
The unequivocally Presidential and Democratic palette led with a vivid “Harris blue” complemented by a full spectrum of tones. Repetitions of type, waves and curvature evoking the flag, and lighter, softer tones balanced bolder values, creating this campaign’s inclusive, inviting look. The result was a unified visual brand that reinforced the possibility and potential of America.
A broad and fearless palette
The unequivocally Presidential and Democratic palette led with a vivid “Harris blue” complemented by a full spectrum of tones. Repetitions of type, waves and curvature evoking the flag, and lighter, softer tones balanced bolder values, creating this campaign’s inclusive, inviting look. The result was a unified visual brand that reinforced the possibility and potential of America.
A broad and fearless palette
The unequivocally Presidential and Democratic palette led with a vivid “Harris blue” complemented by a full spectrum of tones. Repetitions of type, waves and curvature evoking the flag, and lighter, softer tones balanced bolder values, creating this campaign’s inclusive, inviting look. The result was a unified visual brand that reinforced the possibility and potential of America.
Dynamic and nuanced typography
Repeated type served as image and reinforced a sense of rallying and unity. Pairing it with vibrant tones optimized the brand for digital use. The result reflected the urgency of the moment, and conveyed the unequivocal joy and energy of this inclusive, people-powered campaign.
Dynamic and nuanced typography
Repeated type served as image and reinforced a sense of rallying and unity. Pairing it with vibrant tones optimized the brand for digital use. The result reflected the urgency of the moment, and conveyed the unequivocal joy and energy of this inclusive, people-powered campaign.
Dynamic and nuanced typography
Repeated type served as image and reinforced a sense of rallying and unity. Pairing it with vibrant tones optimized the brand for digital use. The result reflected the urgency of the moment, and conveyed the unequivocal joy and energy of this inclusive, people-powered campaign.
Documentation for scale
Knowing vendors, designers, and producers across the country would need to easily (and quickly) understand how to bring the Harris brand to life called for a different approach to a brand book and ultimately the flexibility of the brand overall.
In addition to type and color pairing examples and clear accessibility guidelines, we provided a series of stylistic examples of how the system could flex for the variety of content and media required of a national election. The brand book included guidance on everything from social media graphics to merchandise to event design, and provided an approach to nearly every environment in which the brand might appear. Every design choice was made with brand characteristics, persuasion, and the scalability of the campaign in mind.
Documentation for scale
Knowing vendors, designers, and producers across the country would need to easily (and quickly) understand how to bring the Harris brand to life called for a different approach to a brand book and ultimately the flexibility of the brand overall.
In addition to type and color pairing examples and clear accessibility guidelines, we provided a series of stylistic examples of how the system could flex for the variety of content and media required of a national election. The brand book included guidance on everything from social media graphics to merchandise to event design, and provided an approach to nearly every environment in which the brand might appear. Every design choice was made with brand characteristics, persuasion, and the scalability of the campaign in mind.
Documentation for scale
Knowing vendors, designers, and producers across the country would need to easily (and quickly) understand how to bring the Harris brand to life called for a different approach to a brand book and ultimately the flexibility of the brand overall.
In addition to type and color pairing examples and clear accessibility guidelines, we provided a series of stylistic examples of how the system could flex for the variety of content and media required of a national election. The brand book included guidance on everything from social media graphics to merchandise to event design, and provided an approach to nearly every environment in which the brand might appear. Every design choice was made with brand characteristics, persuasion, and the scalability of the campaign in mind.
Reflections on process
In a timeline this compressed, each day introduced a new phase of the project and new creative challenges to solve: the initial sell, first round concepts, refinement, print color matching remotely from at least 4 different locations, typesetting lockups across a broad slate of potential VPs, the initial launch, retooling the wordmark less than 24 hours later, documentation that considered every hand that may touch the brand, and final handoff to the Harris creative team. While it was all-consuming at the time, our contribution was modest compared to all the work that brought this to life.
We spent some initial moments of this project reflecting on what we wanted to accomplish and how we wanted to show up for each other. That shared spirit of mutual support and collaboration carried us throughout and kept our heads pointed in the right direction. I am deeply grateful for that trust and creative partnership.
Reflections on process
In a timeline this compressed, each day introduced a new phase of the project and new creative challenges to solve: the initial sell, first round concepts, refinement, print color matching remotely from at least 4 different locations, typesetting lockups across a broad slate of potential VPs, the initial launch, retooling the wordmark less than 24 hours later, documentation that considered every hand that may touch the brand, and final handoff to the Harris creative team. While it was all-consuming at the time, our contribution was modest compared to all the work that brought this to life.
We spent some initial moments of this project reflecting on what we wanted to accomplish and how we wanted to show up for each other. That shared spirit of mutual support and collaboration carried us throughout and kept our heads pointed in the right direction. I am deeply grateful for that trust and creative partnership.
Reflections on process
In a timeline this compressed, each day introduced a new phase of the project and new creative challenges to solve: the initial sell, first round concepts, refinement, print color matching remotely from at least 4 different locations, typesetting lockups across a broad slate of potential VPs, the initial launch, retooling the wordmark less than 24 hours later, documentation that considered every hand that may touch the brand, and final handoff to the Harris creative team. While it was all-consuming at the time, our contribution was modest compared to all the work that brought this to life.
We spent some initial moments of this project reflecting on what we wanted to accomplish and how we wanted to show up for each other. That shared spirit of mutual support and collaboration carried us throughout and kept our heads pointed in the right direction. I am deeply grateful for that trust and creative partnership.
Outcomes
75,017,613+ votes
While the campaign was not successful in winning Harris the White House, 75M+ votes were cast in favor of Harris’ bold, inclusive vision for America.
Credits
Project Team
Grace Abe, Design Director
Sebastian Arredondo, Senior Designer
Elizabeth Bawol, Creative Director
Kayla Holbeck, Director of Project Management
Ben Ostrower, Executive Creative Director
Matt Vogel, Designer
Partners
More than I can possibly name but some of our earliest collaborators: Shar Biggers, September Broadhead, Kate Conway, Tal Leming, and more.
Typefaces
Balto, Type Supply
Denton, Peregrin Studio
Fearless (Sans Plomb), Lift Type
In the news
Outcomes
75,017,613+ votes
While the campaign was not successful in winning Harris the White House, 75M+ votes were cast in favor of Harris’ bold, inclusive vision for America.
Credits
Project Team
Grace Abe, Design Director
Sebastian Arredondo, Senior Designer
Elizabeth Bawol, Creative Director
Kayla Holbeck, Director of Project Management
Ben Ostrower, Executive Creative Director
Matt Vogel, Designer
Partners
More than I can possibly name but some of our earliest collaborators: Shar Biggers, September Broadhead, Kate Conway, Tal Leming, and more.
Typefaces
Balto, Type Supply
Denton, Peregrin Studio
Fearless (Sans Plomb), Lift Type
In the news
Outcomes
75,017,613+ votes
While the campaign was not successful in winning Harris the White House, 75M+ votes were cast in favor of Harris’ bold, inclusive vision for America.
Credits
Project Team
Grace Abe, Design Director
Sebastian Arredondo, Senior Designer
Elizabeth Bawol, Creative Director
Kayla Holbeck, Director of Project Management
Ben Ostrower, Executive Creative Director
Matt Vogel, Designer
Partners
More than I can possibly name but some of our earliest collaborators: Shar Biggers, September Broadhead, Kate Conway, Tal Leming, and more.
Typefaces
Balto, Type Supply
Denton, Peregrin Studio
Fearless (Sans Plomb), Lift Type
In the news