We Fix Your Brand: 16 Lincoln Chafee

Sep 25, 2015 by

Continuing the endless string of “Who?” we find ourselves at Lincoln Chafee. Chafee is a former Rhode Island governor who’s running under the Democratic banner this cycle. Unlike most politicians who party-swap, Chafee spent a respectable six years as an Independent after his initial eight year Republican stint. But you folks are here to see the garish branding, right, so here we go!

Where's the horror? There was supposed to be horror!

Where’s the horror? There was supposed to be horror!

We think this is a relatively good brand that evokes the pomp and circumstance of elections past. Possibly a bit too elite for the common people though. It’s a little starry, but the biggest problem we have is that slogan: Fresh Ideas for America. It sticks out like a sore thumb in this homage to brands gone by! Nothing about this even comes close to fresh. In all honesty, we’d keep the design, knock off a few stars, but find a new slogan. Still, we’d be cheating if we didn’t try something new, so…

Fresh, yo!

Fresh, yo!

First we tried the “fresh” look. Meh. It’s OK, but a few things trouble us. Well, one thing. That’s not Chafee’s signature. Now this could work if his real signature is as spiffy as the Satisfaction typeface, but we may never know. [We could Google for it, but we’re incredibly lazy!] Next up, we took the road opposite fresh…

Four score and twenty campaigns ago…

Four score and twenty campaigns ago…

Hey, nobody really knows who you are, so have some fun with it! Imagine the gallons of coffee streaming out of noses as they open the morning papers and see this throwback to a simpler time! No? Well, we didn’t really think you’d go for it either so we forged on…

I think we have a winner!

I think we have a winner!

While it hasn’t the elitist stoicism of your current brand that’s a good thing. It has a more open and inviting tone; an inclusive element that makes you one of the people instead of some career politician who’s too good have a beer with his constituents. And a slogan that’s so stale it’s actually fresh again! And like many of our other designs in this series it has a built in smaller element that’s easily separated from the whole. Place that spiffy “lc2016” at the top of your letterhead and suddenly you’re a going concern, Linc!

For you young designers that wonder where genius like this lower case design comes from, we’ll tell you! In this case [See what we did there?] it came from the initials of Lincoln Chafee: LC. Or lc for lower case! Aren’t we clever? The question for Lincoln, though: Is your campaign clever enough to give us a ring?

-M Styborski

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