Hillary Clinton's failure to win the Democratic party's nomination may have been partially driven by her campaign's 'branding' decisions. DesignBay's recent Study of Symbolism and Tradition in Presidential Logo Design suggests Hillary Clinton campaign may have made some mistakes when designing Clinton's logo.
DesignBay's study of presidential logos has found that candidates who fail are more likely to have campaign logos that:
- Use or emphasis of the candidate's first name
- Use of the tagline 'For President' or the word 'President'
Although Clinton's logo possesses some good qualities, Clinton's campaign logo possesses both of these 'negative' attributes and scores 4 out of 10 on symbolism (see diagram below).
Compare Clinton's logo with Obama's campaign logo, which possesses the 5 'positive' attributes used more by presidents than candidates and none of the 'negative' attributes (emphasis of the first name) that are used more frequently by losing candidates.
Although Clinton's failure to clinch the Democractic party's nomination cannot be attributed just to her logo, her nomination battle with Obama was extremely close and the symbolism and effectiveness of her marketing (and logo) may have influenced the result.
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