Contrast that with the identity of Bernie Sanders’ campaign. The Sanders’ campaign identity was developed by Wide Eye Creative, lead by Ben Ostrower as their partner and creative director. Based on their site, Wide Eye Creative is a DC-based firm that specializes in communication for Democratic candidates, organizations, and causes. Its design aesthetic is clean, but rather expected in this realm — there’s nothing considerably memorable about it. The “Bernie” logo itself isn’t particularly remarkable or breaking new ground, though it does portray the candidate accurately. The use of the first name, and the name itself, “Bernie,” is inherently friendly and memorable; how many people named Bernie do you know? The choice of the Jubliat typeface, reminiscent of Clarendon, looks warm, affable, and is certainly out of the mainstream compared to most campaign branding. The lighter blue color is bold and positive, not staid or conservative like a darker blue would have been. Is the logo memorable or inspiring? Not so much. It’s a bit of an afterthought, but I would argue it’s doing its job perfectly — it doesn’t get in the away of the candidate and his message, which frankly, is not about him.