Kamala Harris’ campaign team worked overtime for a fresh logo, website and campaign flyers just hours after US President Joe Biden withdrew from the 2024 presidential race. Now, there are new signs with the new ‘Harris for President’ logo thanks to the creative team, mostly women.
Kate Conway, Creative Director for Harris for President campaign, said they rebranded the entire campaign overnight and launched a new website in just 26 hours. “There’s really no overselling how difficult a task that is,” she shared. “The brand exists everywhere from yard signs and rally placards to the website, our social channels and our ads.”
Conway highlighted that the rebrand was rushed – the campaign team ran with the new placards while they were still wet, fresh from the printer, to make it in time! She said the new website was also hurried. “The Harris for President creative and web teams sprang into action, rebranded the entire campaign overnight, and launched a new website (kamalaharris.com) in just 26 hours.”
‘Harris for President’ new logo features the same Americana red, white, and blue color scheme and Decimal typeface, similar to the Biden-Harris campaign. It’s linked visually to the brand identity. It should be noted that the ‘for’ in Harris’ campaign is featured in red. Eric Krueger, founder of Tree Cut Stars – a design studio, pointed out that the new slogan does not break any new design conventions. He said ‘Harris for President’ is a straightforward design, which is a smart move. “She’s already the vice president, so it shows continuity in a lot of ways,” Krueger explained. “This whole election has been chaotic, period, and I think the public has probably little appetite for wild changes.”
Megan Magray, a graphic designer who worked with Democratic candidates like Tiffany Caban and Jabani Brisport, said the logo uses ‘Harris’ instead of ‘Kamala’ to stand out from the Kamala 2020 campaign. She explained that using the surname in the campaign is designed to speak to a conservative audience. “On the other hand, you have a very traditional identity deployed to appeal to voters who are craving a return to normalcy, people who just want a competitive executive.”
Today, I signed the forms officially declaring my candidacy for President of the United States.
I will work hard to earn every vote.
And in November, our people-powered campaign will win.
— Kamala Harris (@KamalaHarris) July 27, 2024
Conway applauded the team for a massive and historic effort. Conway believes there will be continued evolution to the brand after Kamala Harris names a running mate.
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