A new survey of 1,258 U.S. voters by Crestline Custom Promotional Products reveals surprising facts about the branding for the 2020 class presidential candidates. Should candidates include: First name, last name, or both? Catchphrase, no catchphrase? And just how important is the use of the colors red, white, and blue? Elizabeth Warren is surging in spite of an awful logo. Sanders is doing well, partially because of his.
This brand-new study examines voters’ sentiments about logos and slogans for the 2020 class presidential candidates’ campaign. The results include:
- Logos: Democratic front runners Bernie Sanders and Joe Biden lead the pack in logo favorability — although the other Dem favorite, Elizabeth Warren, has the hands-down least popular wordmark.
- Slogans: Americans are looking forward, if their preferences for candidate slogans are any indication; three of the six top-ranked slogans use the word “future.”
- Names: Voters showed a slight preference for last-name-only logos, deeming them “confident” and “polished,” whereas first-name-only logos seem more “memorable” but scored lower overall.
- Colors: Jazzy logos in non-traditional colors are a nice idea in theory, but voters prefer patriotic palettes.
- Resemblances: Topping the heap of embarrassing resemblances, Beto O’Rourke’s “We’re All in This Together” slogan was mocked for its similarity to the title of a song from the Disney movie High School Musical.
2020 class presidential candidates summary
“Elections are interesting because a lot of designs are released in a short span of time and they’re all trying to do basically the same thing. In this cycle, with such a diverse and crowded field, there was more risk-taking and experimentation than usual. The study was a great opportunity to ask voters directly what they like and what resonates with them.” - Dale Denham, Senior Vice President of Crestline Custom Promotional Products
You can find the full report here.
Infographic source: Crestline Custom Promotional Products