Political Branding in U.S. Elections: Content Analysis of U.S. Presidential Campaign Logos from 1968-2016
al Habsi, Hafsah
Presidential campaign logos are unique icons in our democratic society. Their saliency and how they are perceived by the general public is tantamount to the success of the campaigns themselves. Due to the rise of social media, the online world has significantly changed the playing field for political branding, design, and candidate appeal. This study explores how the rise of social media has reshaped political branding in American presidential election campaigns. Presidential candidate logos from 1968 to the 2016 election cycle were analyzed for this study. Year of election, political party, shapes, colors, typography, slogans, and URL presence were all studied in this analysis of the 171 logos of major candidates during these election cycles. This study found that political branding has experienced some notable changes while other elements have remained the same. Not surprisingly, the appearance of the colors red, white, and blue, as well as stars and stripes are common occurrences in American presidential campaign logos across both time and political party. The content of the logos has remained consistent—what has changed is the improvements of the designs themselves.
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