Inside Pete Buttigieg’s presidential logo design and brand identity

By MixDex Article may include affiliate links

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.