|Source: Pawlenty for President|
A lot of design space is dedicated to the intentionally incomplete, shabby-chic rendering of the flag and stars beneath Pawlenty’s last name. The fluidity suggests movement toward a goal, toward an as-yet-incomplete America. The Crayola rubbing quality and irregularly sized stars imply a childlike quality, resonant to soccer moms and suggestive of a down-home, unaffected nature. The casual depiction, however, seems immature for a potential leader of the free world. The drawing reminds us of an inverted New England Patriots’ football logo or Revolution soccer logo. This lineage could be a clever mental link to winning sports franchises. It could also confuse the viewer by redirecting one’s visual-memory toward other well-established brands in the media zeitgeist.
In all, there is little in Pawlenty’s logo that screams “strength.” Instead, it gestures toward unthreatening evocations of familiarity and straightforwardness.
Check out our other posts about design and education in the 2012 election.