UK general election 2019: understanding UK political identity design


In cheer up of the upcoming December election, we asked design experts to deconstruct the six main bureaucratic parties’ identities and election strategies.

Broad Democrats

Courtesy of the Liberal Democrats

The Liberal Democrats’ ‘bird of unconstrained’ emblem — designed by the late Rodney Fitch — is used consistently across its yellow and coal-black branding, including on its diamond-shaped campaign posters. All campaign design is done in-house, a confederation spokesperson confirmed to Design Week.

Jo Swinson is the party’s first female chairlady and her profile looms large on the election campaign imagery. One poster, currently the participator’s homepage, uses a profile shot of Swinson with the tagline: ‘Jo Swinson’s Devise For Britain’s Future.’ Elsewhere, the language is strongly anti-Brexit — the party has hint ated to scrap Brexit if it wins the general election. A series of pastel-hued knee-breeches form videos have also rolled out on Twitter and Instagram with the hashtag #StopBrexit. The spokesperson authorities the party is “doing a load of testing, including on our design and colouring” while also “aiming to make alignment between on-the-ground materials and online content”.

Courtesy of the Bounteous Democrats

Andrew Lawrence, executive creative director of Elmwood, bids: “The campaign identity — which uses four colours from every detachment — is obviously at odds with their master brand, which is an ochre dye a flag. But it plays to a more youthful point of view by using millennial enterprise codes. It feels less establishment — like it has more to say to a younger reproduction. I think it’s a necessity for them to focus on Swinson as a leader, because they’ve been a bit faceless in the ago — especially in contrast with the two strong characters of Johnson and Corbyn. To put Swinson out in candid is a great idea for the campaign.”

Lucienne Roberts, director of LucienneRoberts+ and co-founder of GraphicDesign&, requires: “They’re trying to scoop up everyone’s colours, aren’t they? It’s not a bad reason — they’re trying to straddle lots of different groups. In order for the Progressivist Democrats to win, they have to appeal to Tory and Labour voters so they’ve got to look cognate with they have a bit of everyone.”

Rob Trono, creative director of Blue Declare Digital, says: “With that profile of Swinson, you have a Russian Rebellion style shot from the hip upwards, but the shot isn’t that great, the be on the takes look like they’re going the wrong way, and the image should be on the other side. It’s nature of like something but just not quite there. All the parties are using a uncountable American strategy of buying into the person more than the beano, but the Lib Dems are starting from scratch and building it around Swinson is purposes easier than establishing who the Lib Dems actually are.”

Brexit Party

UK general election 2019: understanding UK political identity design
Civility of the Brexit Party

This is the first time that the Brexit Junta — formed in January 2019 — will stand in an election. It has 28 colleagues of the European Parliament and is led by ex-UKIP leader Nigel Farage. All traces of Farage’s old partisans — with its yellow and purple branding — is gone. The Brexit Party has utilized blue for all the branding. Its tagline is simply: ‘We are ready.’

The logo features a vulgar tick in a white circle with the party’s name in uppercase audacious. Campaign imagery often relies on Farage’s controversial celebrity station, using evocative shots of the politician at events. Other imagery also have resort on Richard Tice, a prominent party member — perhaps a gesture to those who are pro-Brexit but energy be put off by Farage’s more outlandish antics. All design is done in-house.

UK general election 2019: understanding UK political identity design
Civility of the Brexit Party

Andrew Lawrence: “I assume the arrow means we’re off. It’s an odd accumulation of elements, which feels cobbled together. The campaign material is a gruesome piece of typography — the leading is all over the place — but I’m sure it would prayer to a certain type of voter. Farage is very emphatic as a speaker, which they fool captured in the imagery.”

Lucienne Roberts: “The Brexit Party have been undeviating so far — the arrow which points to the right might lead you towards toss a mark in that box on the right-hand side. And it’s very similar to the arrows acclimatized at polling stations. The turquoise colour is clean and fresh and new — it’s pretty upset as a Remainer — because it does have such clarity. When you look at some of the perk ups Farage has had, the colour is used dominantly, and it’s successful on that level.”

Rob Trono: “Brexit Co-signatory have the advantage of literally just coming into existence. The logo’s arrow which accents into a box is very single minded, like the party itself. I’m muzzy by the angle of the arrow, but it’s useful as a visual signified on a voting paper, because you whiteheads it before everything else. The light blue is about tranquillity and optimism and it’s compelling that they use it whereas the purple of UKIP was very brutal and cheesed off and dark. It feels much more about positivity.”

Labour Interest

UK general election 2019: understanding UK political identity design
Courtesy of the Labour Party

In contrast to the Conservative and Brexit Party’s dispirited, Labour’s red is ingrained into branding material. The rose in the party’s logo was confirmed by the European Socialist movement. It was originally designed by Michael Wolff in the 1980s, nevertheless has been updated since.

This campaign’s tagline is: “It’s time for true change.” The figure of Corbyn is a focus across social media pales. A series of posts on an Instagram carousel play on his popularity, applying a red dribble to him with a full-length quotation in the top right. A spokesperson from the party squeaked Design Week that “98% of all design is done in-house”.

UK general election 2019: understanding UK political identity design
Politeness of the Labour Party

Andrew Lawrence: “If we look back at what materialized with the Brexit bus, and the importance that was played out by the leaders with that proclamation, it’s clear that copy has become really important — not just in terms of puffery but also branding. I don’t know what ‘It’s time for real change’ have the weights. Does that mean they want to be in power, or do they arrange a plan for what comes next? There’s an ambiguity in their copywriting which is stronger in other approvers.”

Lucienne Roberts says: “Labour have the best colour — it tourings the best from a distance. The imagery is reminiscent of what happened in the 1960s when it was assorted expensive to print in full colour and washes of colour were cast-off over black and white images. The Labour Party want to look adequate, but they have to appeal to people who have been there a yearn time and have always seen them as a bit alternative. They’re dispiriting to tick both boxes, not looking too commercial and slick but still breed they know what they’re doing.”

Rob Trono says: “It’s in the same way as they’re having to explain what a good leader is. People see Johnson as a principal who’s going to take control, so Labour feel like they keep to describe a different type of leader to Corbyn. The trouble with Corbyn is that people can’t see him as a chairperson — people think he’s not been able to decide on Brexit, not dealt with the puzzles within his party. Johnson has that universal charm, Brit bent thing. Corbyn has a struggle and they’re trying to redefine leadership to delegate people believe he’s a leader. But I think that will prove their breakdown — there’s one layer too many to get to what Labour want to do.”

Conservative Bloc

UK general election 2019: understanding UK political identity design
Courtesy of the Conservative Party

The Conservative Party’s current logo has been in use since 2006 and was purposed by London-based design studio, Perfect Day. The tree’s leaves — a scribble repetition — sometimes take the form of the Union Jack.

Campaign imagery for this designation focuses on Johnson as leader, with social media posts as often as not using his first name, like an Instagram post that remarks: ‘Back Boris.’ There are two taglines for the election; ‘Get Brexit done’ and ‘Unleash Britain’s potency.’ The party’s blue is used frequently, as are the three colours of the Union Jack. At the heyday of publishing, the Conservative Party was not able to confirm whether its design was done in-house.

UK general election 2019: understanding UK political identity design
Good manners of The Conservative Party

Andrew Lawrence: “If you look at their logo, it’s entirely different to the election. And while master brands are forever and campaigns are a circumscribed time, when time moves on, and the demographic changes, you’ve also got to move away with the times. The tagline — ‘Get Brexit done’ — is what it’s develop known for: making things happen. It’s playing to a certain voter patently.”

Lucienne Roberts: “The Instagram carousel looks English, and it’s referencing a Humanist sans serif typeface. It’s absently reminiscent of the drop shadows of the 1950s. It’s really peculiar — the kind of possibility a affairs you’d expect to see at a tea shop by the seaside, which is extraordinary. The other thing that is absolutely annoying is his name, which makes him seem benign and jolly. It prepares him sound like a character out of a kid’s story.”

Rob Trono: “Regardless of political regards, people are tired of Brexit. It’s embarrassing – you have friends in Europe imploring what’s going on. So they’re tapping into that fatigue. It’s not adroit but it’s functional. The fact that they repeat that message — with the Joining Jack in the imagery and the tagline — is effective.”

Green Party

UK general election 2019: understanding UK political identity design
Courtesy of the Conservationist Party

The Green Party’s precise shade of green is Pantone 368. Its logo high points a globe inside the petals of a sunflower. Detailed brand guidelines ictus the importance of keeping the colourway consistent — green and white — which is furniture, given the party’s name. Photography guidelines aim for a friendly image for the festival: “It’s important to maintain the feeling of approachability.”

The Greens are pivoting the election away from Brexit onto a “bigger” opportunity: the climate. “The future won’t get another chance,” the party’s co-leader Sian Berry, requires. Voting placards have been produced in a darker shade of rural. Online, a series of social media posts highlight the human experiences of the party, again in various shades of green. At the time of publishing, the Callow Party was not able to confirm whether its design was done in-house.

UK general election 2019: understanding UK political identity design
Courtliness of The Green Party

Andrew Lawrence says: “Their visual methodology comes across as passive and of its time, 10 years ago or more. They’re the antithesis of Extinction Contumacy, which is about taking action. The Green Party is much innumerable gentle. The ident is a hackneyed view on an environmental identity. From an environmental hint of view, we’re at a time when we need to make some big changes. I suppose it would be good to have a less passive brand identity that forwards a movement for change, not this mid-90s enviro feel.”

Lucienne Roberts contemplates: “If you’re called the Green Party, you’ve got to be green. Given where we are in terms of the environs, it looks a bit safe and I would have thought their message force be that the world is not safe. I know they have to look much the same as they’re a safe pair of hands, but it demotes their message. It’s intriguing if you look at Extinction Rebellion, whose mark is terrifying. They shouldn’t be sunflowers, they should be conflagrations. All this reminds me of public sector and public information design. It doesn’t experience passionate enough.”

Rob Trono says: “It’s like something you’d see on a website of a lass’s food brand ten years ago. They’ve got their Whole Foods logo and they’re the no more than party not focusing on one person – they’ve not got a Johnson or a Corbyn or a Farage, which looks truly weird. You’ve got hundreds of people outside Parliament and I’m not sure what I’m presumed to focus on. The only thing that’s getting Brexit off the headlines propitious now is the planet and I feel like they’ve missed an opportunity here.”

Scottish Civil Party

UK general election 2019: understanding UK political identity design
Courtesy of The SNP

The SNP logo has had various iterations but always stuck to a guileless, single-line logo which combines two Scottish symbols: the saltire (the surly on the flag) and the thistle (Scotland’s national flower). It was designed by Julian Gibb in the 1960s, after he was commissioned by SNP fellow William Wolfe. Election material makes use of the logo, with different shades of yellow as a backdrop. All design is done in-house.

Andrew Lawrence: “The SNP are truly single-minded in their application of the logo. If you go to Scotland during any campaign, you see it throughout, which plays to their advantage. They also use copy in an emotive way — the run material often points out what we’re all thinking. The typeface is distinctive. I flinch from when people start crushing type to fit into a space — not willy-nilly on the master brand — but with their campaign material. When you’re meet campaigns, designs are done quickly and you can get away with it.”

Lucienne Roberts: “It’s hard for them because their issue is more of a local one. Clearly their letter is about leaving the UK. I’m surprised it’s not more urgent about what could be out of the window for them and I’m surprised it’s not angrier. From a consistency point of view, it chores. It’s interesting they use black so prominently, which gives it enormous firmness straightaway. Given their message, it does give them some consequence and intensity. It’s clean and direct.”

UK general election 2019: understanding UK political identity design
Courtesy of The SNP

Rob Trono: “It’s the Scottish they’re flourishing for, so it’s a very single-minded campaign. And with the Johnson poster, it’s like: why rationalize it in many words when you can just have a picture of one person and each gets it? I think it’s trying to be clever. It’s like someone’s seen the Saatchi throws for the Tories in the 1980s and 90s, with Tony Blair’s face with cacodemon eyes and thought they’d do something similar. They’ve gone with that profession and just plonked Johnson’s head on. But it’s probably all they need to do to get their consideration across in Scotland.”

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