That first impression really matters. Fair or not, we start making snap decisions about reputation, credibility and competence from the get-go, and experiencing the logo of an organisation is often the moment that this process will begin. Design is non-verbal communication, and logo design is right on the front line of the relationship between an organisation and potential consumers.

 

Although all organisations will have different traits they most want to communicate, trustworthiness is near universal. Most organisations place a premium on being seen as trustworthy, regardless of the industry they operate in.

 

And none more so than politics. An industry that seems to run a perennial deficit when it comes to trustworthiness, seems like the perfect place to examine how a logo can be used to generate trust.

 

Font Choice

 

Think all fonts are equally trustworthy? Think again. No organisation should touch Comic Sans with a barge pole, while research has shown that Baskerville (which the Jeb! logo uses a variant of) is seen as more trustworthy.

 

Colour

 

Blue = Democrat and red = Republican, so it is worth noting that alongside the unavoidable main red, the smaller font uses blue. This isn’t just a nod to the American flag, but also a hint at a calmer, less bombastic personality. Someone willing to work across the party divides, rather than generate them.

 

Copy

 

‘Jeb!’ is playful, but also insistent that this Bush is, despite having two presidents in his near family, his own man. This is an attempt to lose the baggage of his name and build trust on his own terms.

 

Overall

 

Simple, easy to digest and straight to the point. It’s a good ‘ole boy of a logo, almost saying more in opposition to the more complicated (although more flexible) logo of Hillary Clinton. It isn’t trying to be too smart, but rather place the emphasis on being approachable and, of course, trustworthy.