This isn’t an endorsement of candidate Pete Buttigieg’s campaign for President (we try to keep our blog apolitical), but it is a vote for Mayor Pete’s well-conceived graphic identity system. Brooklyn-based design firm, Hyperakt, created the campaign branding program, opting to skip Pete’s last name since most people can’t pronounce, much less spell, “Buttigieg.” (It is roughly pronounced “Boot Edge Edge.”) The logo is in the shape of the historic arched bridge in South Bend, Indiana, where Pete has been mayor for the past eight years, and frames his name within brackets of 2020. Not the usual red white and blue patriotic colors, however, the official campaign palette is made up of nine non-primary colors that represent things that are personally meaningful to the candidate, like the two browns that are the color of Pete’s dogs, Buddy and Truman, and the shades of Midwestern cornfields, industrial buildings and sports team. The branding system also uses a wide range of typefaces to individualize the look for each state. To make it easy for supporters to develop campaign materials without much hassle the campaign’s graphic standards are posted online and are fully scaleable and downloadable.
Founded in New York City in 1993 by two writers Jeff Fligelman and David Grae, Gotham Writers’ Workshop has since grown into one of the nation’s largest adult education writing schools offering both private and online classes in every genre, from fiction to screenplays to poetry to memoirs. After 20 years, however, Gotham felt it was time to move from a more generic-looking logotype to a customized brand identity.
Brooklyn-based design studio Hyperakt was asked to evolve the brand to give it greater presence. After conducting in-depth research, Hyperakt distilled the essence of the brand message to “craft igniting creativity.” To better represent the scope of Gotham’s offering of online classes and events, Hyperakt recommended that the name be shortened to “Gotham Writers,” dropping the word “Workshop” completely. “The shift better represents the school’s community of writers and promotes a sense of belonging,”
“I have PSD (Photoshop Dexterity),” created by Hyperakt, a design firm in New York City, is what designers daydream about when imagining their ideal world. With a touch of a finger, they can change their clothes color, erase their hangover pallor, groom themselves and beautify their surroundings. Yes, if only we could Photoshop our life! Maybe Adobe can work on it.