What is unique here…is (Axelrod’s) desire to transcend the conventions of traditional campaign design (i.e. white type on a blue ground with some vapid interpretation of the American flag...see logos from last Bush and Kerry campaigns).
I was looking for something that would transcend the usual political iconography and would speak to a movement for change, not just a campaign for office.
As a starting point, I showed them the blue Harold Washington button from 1983 with the white lines that hinted at a sunrise. ‘I want something with a feel like this,’ I told Colin and his team. ‘Something hopeful. Something that speaks to a new beginning.’
Campaign Button for Harold Washington, 1983
Mode Project creative brief, December, 2006