Wednesday, August 11, 2010

A critique of the John McCain and J.D. Hayworth campaign logos. PART #2 UPDATE

Ok, since critique is always easier than actually producing something, here are my two ideas. I'm rushing out to work, so I'll comment later. feel free to rip and tear....

Ok, here's the thought process:
1. I'm aware of a few reasons that campaign signage looks so bad, and also follows a particular visual trope. Rather than try and follow those 'guidelines,' I wanted to push for a broader and more specific approach.
While there are a few candidates that use their faces and figures on signage, they still come off as whimpy Olan Mills knock offs. A good designer would, theoretically, have a chance of a lifetime to really take a hold of a captive audience. I wanted to create a visually impacting and iconic visual that would demand a few minutes of a drivers eyes before the light turns green.

2. McCain:
His face is like no others. It is unmistakable and quite difficult to caricature (I can assure you). While I have no doubt that his handlers would scoff at something as suggestive as what I tried to create, I would demand they at least consider it. My concept was to take an unusual shot of him, and really make the colors and photography bolder than his normal paste. His name is also just as branded as his appearance, so no need to do more than spell it out. MCCAIN! Since it wasn't about the logo anymore, and far more about a message, I went with Helvetica Nue Black. I also followed OVO's good idea of choosing reds and blues that were far more saturated.

My actual posted final here is no where near the scope I wanted, but no need to justify why. It is what is is, feel free to stab at it.

3. Hayworth:
Well, he lost. I have a lot of ideas why. My concept might have helped... I truly believe that. I was choosing to skip his face in favor of the more germain root of his campaign; i.e. "VOTE FOR ME!" I don't mean or intend to be insulting, but Mr. Hayworth has a very, uh, unique face... one that often seems like he just finished blowing his nose or laughing... And I mean that in regards to the photos of his face that he has already used.

Simply, his name is better branded than his face. Plus he was a radio personality, it fits with the mystery. I tried to find a standard Maricopa County issued Voting Booth, but I could not find one. That's what is in my comp. The slogan I wrote was attempting to be a triple entendre. This is the time for change, this is the time to support him, and to play to the individual who often waits till the election day to decide... "HEY! THIS is the time!" Nothing matters more than the actual vote... well, aside from the one elected actually DOING something.

The negative space was to encompass that huge 'wide open' opportunity that a new Senator might bring.

FINALLY: I take my hits like a man. I did not post the rebuttal promised in part one, but I stand by my critique. I believe that there needs to be a huge paradigm change in the approach to branding a candidate. I believe that either of my proposals would be easily applied to the entire campaigns' brand and production, but it no longer behaves as glorified stationery.

I welcome your comments, and appreciate anything you might share along the way.