The American people were introduced to the Biden Harris ticket’s VBL first through their combined logo, then through consistently stylized content across Instagram, Twitter, and the web.
Their logo feels strong, dignified, and decisive. The incorporation of time-honored elements like red, white, and blue colorways and patriotic stripes feel comfortable, expected, and most of all credible.
However, right below the surface there’s something more: nearly equal weighting to Kamala Harris’ name (quite a departure from the previous Biden logo). It stands as a graphic commitment to a political shift that goes beyond the Vice President. On the campaign trail, Biden guaranteed his White House would, “look like the country” — and indeed it will. Half of Biden’s Cabinet picks are women; the majority are people of color; and many of his selections will be pioneers: the first woman treasury secretary, the first Black defense secretary, the first openly gay man in a Cabinet role, the first Native American Cabinet secretary, and the first trans-gender federal official.