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Inside Pete Buttigieg’s presidential logo design and brand identity

After officially jumping into the race for Democratic nomination for president, Pete Buttigieg’s campaign team also released a its logo designs and brand standards.

  • The campaign’s logotype uses a customized version of the word “Pete” set in the font Industry.
  • Notable tweaks include angled ends on the right side of the horizontal bars of the “Es” and a curved baseline.
  • The logotype itself is placed inside of a box with a gently curved bottom, which the campaign brand standards refer to as “The Bridge.”
  • The shape is inspired by South Bend, Indiana’s Jefferson Boulevard Bridge.
  • The campaign actually has six distinct options for “logos” — the standalone “bridge” logotype, a version with “20” and “20” on either side framed with horizontal bars, a “Team Pete” version that uses a handwritten font, a circular seal that adds Buttigieg’s full name arranged in a circular path above the “Pete Bridge 2020” lockup and the words “For President” below.
  • An alternative version of this design is available in Spanish.
  • Finally, the campaign also has a three line logotype that reads “Boot Edge Edge” — the phonetic way that Buttigieg uses to explain the pronunciation of his last name.
  • In addition to Industry, the campaign typography brand standards also call for typograp Aktiv Grotesk Extended and the serif Domaine Text.
  • The campaign also includes a nine color palette with colors inspired by elements from Buttigieg’s life and hometown — drawing inspiration from everything from Notre Dame to Buttigieg’s dogs.