Sometime last year, back when the idea of Trump winning the Republican candidacy for President seemed absurd, we wrote a post on the logo that ran alongside the Bush campaign. Needless to say, a trustworthy logo won’t win a campaign. Especially not if the brand behind it doesn’t match the promises it entails. The brand needs to deliver across the board and its proposition absolutely has to match the reality.

 

Which is why, no matter whether you think he would Make America Great Again or (ahem) otherwise, we can appreciate the accurate qualities of the Trump brand design.

 

The Trump logo, for instance, seems so apt. It understands the ‘Trump’ brand, the braggadocio, the squat alpha-male – always right, always strong ideals that represent the candidate.

 

For a start, the star of the logo is his famous name. Big, bold and centre, the sans-serif font takes up a large amount of space, befitting a campaign that has put the bombastic personality of the candidate above any political values or arguments. Interestingly, the font used isn’t the serif that is used on his other brand ventures, which, along with the shouted upper case and exclamation mark signals a direct call to action: don’t think, do.

 

As New York designer Sagi Haviv has noted, the very name ‘Trump’ is excellent, in design terms at least, because of the symmetry provided by five letters and the hinge point of the central ‘u’.

 

And the rest, well the rest doesn’t really matter. An incredibly basic background and a budget greeting card frame don’t distract from the name, because Trump doesn’t take a backseat to an intellectual design (as could be argued takes place with the more pliable Hillary logo), just like he won’t let an intellectual argument get in the way of his stream of consciousness speeches.

 

This logo isn’t the reason that Trump won the Republican candidacy, but it is a brick in the wall. Trump might not keep his actual political promises, but the Trump brand is trustworthy because it delivers on its brand proposition (via elements like the logo): it doesn’t bother with nuance or details and it won’t be argued with.

 

By Oliver Brown