I recently had the job of creating a new logo for our former Arlington for Hillary campaign group. We choose to re-brand to a new name “Moving Forward Arlington” and so it was then my task for a new look and design. I also only had a few hours to come up with something as Massachusetts Attorney General Maura Healey was holding a town hall event the next day and our group was hosting it in Arlington for 350+ residents. The event was heavily advertised, streamed on Facebook Live and trended locally on Twitter so it was important to have a new brand and message to showcase during this time. I got to work.

To start, Hillary Clinton’s signature logo was a H with an arrow pointing right for progress. I wanted to pay homage to her logo in our new brand, so I decided on a similar font Sharp Sans No1 ExtraBold for the “Moving Forward” portion, which is a branch from the “Stronger Together” tree. I used triangles in the O and D of “Forward” as a throwback to Hillary’s arrow. It also keeps with the literal theme of moving progress forward.

Learn all about Hillary’s typeface “Unity” here.

I wanted to give a personal feel to the word “Arlington” as it stands for our town and a group of grassroots volunteers and activists. I think I found the perfect fit with the handwritten style Cheddar Jack Regular font.

Nailing the perfect color scheme was important to me. It needed to be distinct from Hillary Clinton’s logo but feel familiar, so I decided on a Democratic bright blue shade for “Moving” using HEX #0072bc.  The word “Forward” had to stress togetherness and motion, so I choose a complimentary purple HEX #701297, a color typically used as a symbol of unity. (Also, it was worn by Hillary and Bill Clinton during her concession speech.)  The purple color is blended into the design of the official Twitter page.