Summary
Many of the same attributes are used by both successful and unsuccessful candidates. However, some are used more frequently by successful candidates than others. We have also found that Barack Obama's logo has more of the 'positive' attributes than his rivals' logos.
The three most commonly used attributes were: use of the colors red, white and blue; the use of a star or stars; and the use of the tagline 'For President' or the word 'President'. The chart below outlines the number of times each of the 8 attributes has been used by a candidate in the last 25 years.
The frequency with which the above 8 features are used raises a key question: is it beneficial or unhelpful to use these attributes? In an attempt to answer this question, our study compared the use of these attributes amongst successful candidates and unsuccessful candidates.
We found that successful candidates used the following more often than unsuccessful candidates:
- Red stripes or red horizontal lines (and not necessarily stars)
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Their surnames
- The colors red, white and blue together
- The year
- A serif font
We found that unsuccessful candidates were more likely to use:
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Their first name
- The phrase "For President" or the word "President"
Attributes used by unsuccessful candidates are deemed to have a 'negative' impact while attributes used more often by winning candidates are deemed to have had a 'positive' impact. The chart below summarises the usage of the 'positive' and 'negative' attributes.
Our assessment of the 2008 presidential campaign logos found that Barack Obama's logo design used all of the 'positive' attributes and none of the 'negative' attributes. Obama's chief rivals John McCain and Hillary Clinton did not use all of the positive techniques and both used some of the 'negative' techniques.
Positive Impact Attributes
All of the last 5 presidents have all emphasised or used their surnames exclusively in their logos. Presidents Bush, Clinton, Reagan and Bush Snr all used their surnames in their campaign logos.
While surnames (Bush, Clinton, Reagan) have a strong sound, first names (George, Bill, Ronald) tend to be warm and familiar.
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Using the American flag (or something to symbolise the flag) is both popular and effective.
Look closely at most of the successful candidates logos and you'll see a red horizontal red line or lines that symbolise the American flag. This patriotic reference has been successfully used in campaign logos by most presidents in the last 25 years.
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Red, white and blue is hackneyed but effective. Candidates using colours other than red/blue/white in their logos (excluding the pre 1984 example of Carter) have been unsuccessful, struggling to get their party's nomination.
Symbolically, red-white-blue represents quality, first place (i.e. 'the best') and also conveys patriotism.
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Using the year or an abbreviated version of the year (e.g. '08') is fairly common in presidential logos but more frequently used by the winners.
Logos with the year may subconsciously symbolise that the year is significant, and that the candidate is planning to bring change in that year.
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Neutral Impact Attributes
Stars in presidential logos first became popular in 1988 when 9 candidates used them in their logos and have been ubiquitous ever since. Stars have been used both successfully (see Clinton in 1992) and unsuccessfully (Al Gore in 2000). It is difficult to determine whether they are ineffective or simply used by everyone. You can win without having stars in your logo.
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Negative Impact Attributes
Dole (2000) used and John Kerry (2004) used "For President" (or "President") in their logos (while their rivals did not) and both lost their elections.
Clinton (in 1992) used "For President" during his successful campaigns and, in pre 1980 elections, Kennedy and Carter used "For President" in their successful campaigns - but on the whole, candidates using "For President" have fallen by the wayside.
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Candidates giving their first names prominence continually fail - Bob Dole and Al Gore are the most notable examples. Female candidates almost always use first name logos - see Carol Mosely Braun (2004), Elizabeth Dole (2000), Hillary Clinton (2008). Interestingly male candidates like to use nicknames Al (Gore), Pete (du Pont), Bob (Dole), Joe (Lieberman).
Two successful candidates - Bill Clinton and President George Bush Jnr - have used their first names in logos but in both cases they kept their first names much smaller typeface and emphasised their surnames.
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Note: 'Rudy' and 'Hillary' logos from 2008 presidential nominations and are not included in numerical analysis
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Assessment of Key 2008 Campaign Logos
Logo designs from the 2008 presidential election can be assessed against these 8 'positive' and 'negative' attributes. DesignBay has conducted an assessment of the campaign logos of three key figures in the 2008 election: Barack Obama, John McCain and the Democratic runner-up Hillary Clinton. We have given each of their logos a score out of 10 based on the number of 'positive' and 'negative' attributes they have.
Assessment of John McCain's Logo
John McCain's logo, when analysed for use of the 'positive' and 'negative' attributes, scores 2 out of 10 on symbolism. It includes some unusual design choices. McCain's logo includes some attributes that have not worked for any candidate in the last 25 years. McCain's logo digresses from the successful red, white and blue color combination by using the color yellow. McCain uses a sans serif font - a style which worked well for George Bush Jnr in 2000 and 2004 but is used more frequently by unsuccessful candidates. McCain's logo also omits popular (and successful) attributes like the use of red stripes and the colors red, white and blue.
Assessment of Hillary Clinton's Logo
Hillary Clinton's logo, when analysed for use of the 'positive' and 'negative' attributes, scores a 4 out of 10 on symbolism. Although Clinton's logo possesses some good qualities, Clinton's logo emphasises her first name and uses the tagline "For President" - both attributes used more frequently by loosing candidates.
Assessment of Barack Obama's Logo
Barack Obama's logo possesses all 5 'positive' attributes and neither of the 'negative' attributes. Obama's logo scores a perfect 10 out of 10 for symbolism.
Obama's campaign logo is clearly strong than both McCain's and Clinton's respective logos. It is possible that Obama's logo gave his marketing the edge in his tightly fought victory in the Democratic Primary.
Conclusion
Successful presidential candidates tend to include the year, flags or stripes, their surnames in their presidential logos more often than loosing candidates.
Candidates cannot win by simply having strong symbolism in their logo. Obviously, other factors like the candidate, their policies and their advertising budget influence the result. But Barack Obama's logo is clearly stronger than McCain's and to ram home his advantage he will probably have a bigger budget for advertising.
Notes
(1) Any red horizontal line included in flag symbolism included as
(2) Quantitative analysis includes 1 logo per candidate
(3) 'Stars' include those represented within flags, or in isolation
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