Yesterday, Jeb Bush unveiled his Presidential campaign logo (above) with a tweet. The logo’s exclamation point transforms the Governor’s first name into an enthusiastic slogan: “Jeb!” It harkens back to old campaign traditions and it’s easy to picture the logo on a button pinned to some Southern plutocrat’s corduroy jacket. However, the logo is also jubilant to the point of utter silliness.
In comparison to Hillary’s clever-yet-restrained logo design (below), Jeb’s logo looks amateur, over-excited, and conceptually one-dimensional. The slogan-y exclamation and Baskerville typeface make the design feel outdated rather than old-fashioned. The logo is also notable for excising the Governor’s maligned last name. That’s probably a smart move for a guy with a first name that’s memorable enough to go the Madonna route.
Perhaps Jeb’s primary demographic doesn’t care about clever Internet virality (Hillary’s logo inspired lots of memes and even its own font, Hillvetica), and that’s fine – but this feels like a logo that wasn’t built to compete in a modern campaign. I mean, out of these two choices, which logo would you vote for?