For much of the past month, I’ve been working with an inspiring, aspiring young politician who is running for Toronto City Council in Ward 2 (North Etobicoke). Luke LaRocque contacted me in mid-April to see if I would be interested in designing a logo and visual identity for his campaign. After learning some more about his platform and background, I happily agreed, and we set to work deciding how to best communicate his message.
In our first meeting, we outlined some key tone words that would drive the identity: professional, engaged, bold, clear, direct, family-oriented. He also wanted to build his campaign around 3 pillars: Community, Communication, and Connection.
There were a few parameters I had to keep in mind as I brainstormed the first concepts: language (many residents of this ward speak English as a second language, and some will need to read campaign materials in their own language), colour (especially with the provincial election campaign happening in the middle of the municipal one, there are many colours that are off-limits), political climate (with the downtown vs. suburbs divide in Toronto these days, the campaign couldn’t dip into “downtown elite” territory, so nothing too artsy or kitschy), and budget (political campaign spending is clearly defined by the number of eligible voters in a riding.)
I presented a couple of options, and this one resonated the most. The speech bubble holds simplified illustrations of a house and an apartment building, pointing to the diversity of the community, as well as to the idea of coming together, and the icon as a whole represents a conversation about common issues. The bubble is also a motif that can be pulled out, as in the Twitter and Facebook headers, to further the idea of open communication and dialogue.
Luke’s name is big and bold, with the last name highlighted since this will be the most visible on the ballot. The typeface used is Open Sans, a free Google font which can be used on the web and in print. I wanted the campaign team to be able to create consistent materials as needed, beyond what I would be designing for them, without them having to purchase a font.
The colour palette steers clear of any association with political parties or mayoral candidates (red, orange, navy blue, purple, and green were all off the table), while remaining bright, positive, and eye-catching.
Luke is basically my ideal client: he had a clear of idea of what he wanted to convey, and he let me do my job of figuring how to do that. It was so rewarding to attend his campaign launch this past weekend and see the first campaign materials all laid out on the table. I hope this logo and visual identity will help him spread his message and lead to success at the polls in October! If you’d like to find out more about his platform, check out his website (which I consulted on but didn’t design).