Much has been written about the contrasts between the two Democratic candidates for president, Secretary Hillary Clinton and Senator Bernie Sanders. However, scarcely anything has been written exploring the visual optics of these campaigns — how they portray each candidate, and, by extension, how they reflect the core perceptions and principles of each candidate.

Traditionally, when campaign branding is covered by the news media, the entire critique consists of one or two expert designers who weigh in with a few random (usually snarky) comments on the aesthetic qualities of each campaigns’ respective logos, as if this one piece accurately measures the vitality and effectiveness of a campaign’s overall visual language. Politico, CNN, Bloomberg, Washington Post, The Wall Street Journal, and Vanity Fair have done this. Even design-centric outlets such as Print Magazine have done their own half-hearted version of this. What about the rest of the identity system? What about its merchandise, its language, its tone, the video ads and other cross-platform media it puts out? What about the visuals made by outside parties inspired by their candidate? …

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