We Fix your Brand: 15 Brian Russell

Sep 25, 2015 by

Yet another relatively unknown candidate, but it is our mission to fix these broken brands, so on with the show! Russell who? Oh, it’s Brian Russell! Again, who? According to his campaign page he’s a 35 year young investment guy that paints himself as a young Ronald Reagan. [Don’t they all!] Except unlike Reagan, Brian advocates smaller, limited government. Reconcile that! The first paragraph of his ‘About’ page is a shill for his company:

For a brief introduction, I currently run an investment company called Bluefin Investment Management, LLC, located in the northeast Florida city of Ponte Vedra Beach (and in a shameless self-promotion, we are accepting new clients LINK)

Everything you ever wanted to know about bad branding but were afraid to ask.

Everything you ever wanted to know about bad branding but were afraid to ask.

But we’re not here to fix your strategy or website, just that hideous brand! This is terrible! It looks like someone named Russell is getting married at a fancy courthouse next year. Or maybe it’s a family reunion. Rather than start at the top of the pre-loaded Windows fonts, Brian’s team went to the middle for Franklin Gothic. [Curiously, there’s a lot of FG in the candidate sub-basement tier. Must be on sale somewhere.] It’s not a bad typeface, but it’s clunky; more in the vein of a late 1800’s furniture store broadsheet or perhaps a T-Bone Burnett album. And then there’s that hideous, unreadable nuptial script! Cripes, Brian, why not Comic Sans!

The shadow White House is a bold move. I guess the ghostly image is meant to convey your idea that government should work quietly and invisibly in the background. It’s a nice thought, but the media empires that run on political nitpicking aren’t about to let that happen. The staff at Politico would never survive!

We found another brand for Brian Russell that’s a smidge better stylistically, but again, unless you’re aware of his existence, it offers zero helpful information as to who it represents or what it means.

Baby bluefin. For a message of… we dunno… fish?

Baby bluefin. For a message of… we dunno… fish?

So like the industrious geniuses we are, we went out drinking until we could see double. Then we came home, looked at our Amiga computer and decided against following in the footsteps of your design team. We fired up the Mac.

Not good, but better.

Not good, but better.

We scrapped those stodgy fonts and opted for Eagle Book. Bold, yet comforting. Tough, but human. Perhaps it was the wedding script talking, but we figured you were married to that White House motif so we tried our best to slim it down into a simpler, cleaner form. We kept the shadow government motif, though. It’s OK, but it could be better.

We smell a brand within a brand here…

We smell a brand within a brand here…

Now this is better. Big name in trendy lowerUPPER cases, bold year separated for easy viewing while driving, and best of all, a smaller White House! Smaller. Get it? Smaller government! Plus, once you start getting some recognition with this you can drop the gray areas entirely and return to your alternate brand!

Russ! No muss, no fuss!

Russ! No muss, no fuss!

Hey, that could be your slogan! “No Muss! No Fuss! Vote Russ!” Man, we are killin’ it over here! Of course, the booze helps! Now get that campaign manager on the phone and we’ll meet for cocktails!

-M Styborski

 

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