Does this bring in money or votes? Newsletter 30
Hey, my name is Christian Richard, the DNC’s Design Director, here to talk about the recent brand refresh.
Earlier this year, with the help of our partners at Studio Gradients (the team behind the Biden-Harris campaign brand and design), we launched a refreshed look for the DNC with the goal of injecting the brand with revitalized energy using brighter colors and flexible typography.
We see this refresh as an outgrowth of the Biden-Harris campaign with fonts that enable us to create content for our accounts that feels complimentary to the style the White House uses for the official @POTUS accounts.
The refresh is influenced by our party’s heritage as well as drawing inspiration from modern news sources.
Some of the new additions to the brand are:
An Expanded Color Palette
The refresh introduces a larger palette of 26 colors with a focus on accessibility as well being vibrant enough to be able to cut through the noise of the internet. With this expanded palette we’re able to vary the look and colors used in our graphics to keep things interesting.
Two new typefaces are now part of our arsenal: the new sans serif font Trade Gothic, and the new serif font ITC Cheltenham. Thanks to these fresh typefaces, we’re able to create different combinations that allow either font to become the primary or secondary font, with the additional benefit that we’re able to include as much information as we need to in our graphics due to the increased flexibility with spacing, weight and style.
Below are some recent successful social graphics, print collateral, and merch for the store that the design team has put together.
The refresh looks to excite people about being Democrats while also making sure that all the information our supporters need to know is easy to read and understand leading up to the midterm elections.
Thanks for reading.