Sunday, December 18, 2011

Rick Santorum - Designing A Candidacy

During logo deliberations, a fledgling campaign must weigh its desired message against its candidate’s name recognition. “Newt,” for example, can get away with a single first name, like “Hillary” or “Ike,” because of strong voter identification with the individual’s brand. Herman Cain, Tim Pawlenty, and Thaddeus McCotter, however, were forced to lay a “get-to-know-me” groundwork in order to introduce themselves as presidential aspirants. In their cases, the messaging proved unsuccessful.

Source: Rick Santorum for President

Rick Santorum falls into this unfamiliar camp. Even with his two terms as an outspokenly conservative senator, he is little known to non-Pennsylvanians who weren’t watching Meet The Press in 2005. Santorum did build a name within the Republican caucus thanks to his fervent family focus. He rose to the position of conference chairman as the party’s megaphone for traditional values. In 2006, however, Santorum lost reelection to Bob Casey, Jr., by 18 points, the largest margin of victory ever by a Democratic nominee in Pennsylvania history. Santorum then worked as a low-key lawyer, columnist, think-tanker, and Fox News personality before announcing his run for president on June 6, 2011.

Given Santorum’s consistent policy positions but soft name recognition, we would expect his campaign logo to proclaim loudly his family principles. Instead, Santorum’s banner is a jumble of hits and misses. The all-caps lettering is clear but unremarkable in its insubstantial, barely modified Garamond font. The dueling red and blue colors of the first and last names fight against each other, pulling focus rather than offering a unified theme. The red hue, in addition, is a curious epicene tone between crimson and rose, officially known as “folly” (we’re not making that up).

The best part of Santorum’s insignia is the circle of stars and soaring eagle in the "O" of his last name. The bird is ascendant, evoking patriotic notes. Still, Santorum’s name is not common enough to be divided by a symbol. It almost appears as though his name is “Rick Sant Rum.”

Liberal activists have made Santorum a punching bag over his controversial statements. But his articulation of neo-conservative principles has won him praise during recent debate performances. Santorum's dedicated stops in each of Iowa’s 99 counties have also earned kudos for retail politicking. His slogan, therefore, should be a point of pride for the Santorum brand. Something akin to “Faith, Family, and Freedom,” which is the title of his current tour, would have established a resonant motto to reinforce his moral policies. Instead, the Santorum campaign chose “The Courage to Fight for America.” Bland and unexceptional, this formula could apply to any leader in any contest. It fails to connect to Santorum’s competitive advantage among faith-based, right-leaning voters. Even with his strong debate skills, we fear Santorum may never ride the polling surge his fellow second-tier candidates have fleetingly enjoyed.

Check out our other posts about design and education in the 2012 election.

4 comments:


  1. Im in love with your content and also gain some knowledge from your blog.
    https://appvalleyandroid.com
    192.168.l.254 login ip
    psiphon ios app
    appvalley ios app

    ReplyDelete
  2. If you are looking out for a team of Full Stack Web Developer to develop a web application, contact HireFullStackDeveloperIndia dedicated web development experts and discuss your requirements today.

    ReplyDelete
  3. JAC Board Class 12 Model Paper 2022: Before the board exams, officials from the Jharkhand Academic Council (JAC) will release the JAC Model Paper 2022 for Class 12. The Jharkhand Board Model Papers 2022 Class 12 Jharkhand Board 12th Model Paper 2022 are scheduled to be released in January 2022, according to sources. Candidates who are taking the JAC board exams can get their study materials from the JAC's official website.

    ReplyDelete
  4. Wisdom Overseasis authorized India's Exclusive Partner of Southwestern University PHINMA, the Philippines established its strong trust in the minds of all the Indian medical aspirants and their parents. Under the excellent leadership of the founder Director Mr. Thummala Ravikanth, Wisdom meritoriously won the hearts of thousands of future doctors and was praised as the “Top Medical Career Growth Specialists" among Overseas Medical Education Consultants in India.

    Southwestern University PHINMAglobally recognized university in Cebu City, the Philippines facilitating educational service from 1946. With the sole aim of serving the world by providing an accessible, affordable, and high-quality education to all the local and foreign students. SWU PHINMA is undergoing continuous changes and shaping itself as the best leader with major improvements in academics, technology, and infrastructure also in improving the quality of student life

    ReplyDelete

Related Posts Plugin for WordPress, Blogger...


Pin It