2020 Democratic Party Presidential Primaries: Branding Breakdown, Pete Buttigieg

We’re 22 months out from the 2020 election. Already, 8 candidates have put their names in the ring to become the 2020 Democratic nominee for President. In the coming weeks and months, it’s expected that an additional 5-7 candidates will file campaign committees. As each candidate rolls out their campaign, we will breakdown their initial branding, including logo, messaging, launch videos, and more.

Pete Buttigieg

Mayor of South Bend, Indiana
Exploratory Committee, January 23, 2019
Website: https://www.peteforamerica.com/
Social Media: Twitter | Facebook | Instagram | Vimeo
Slogan: Unclear if there is an official slogan or tagline. Messaging used: “It's time for a new generation of American leadership” and “our country needs a fresh start”
FiveThirtyEight’s take on Pete

Logo: The design is simple. Sans Serif font, black and grey lettering with a red star as the lone design detail. His first name features prominently. Everything about this logo is underwhelming. It seems like a stock logo rolled out without much thought. The good news? The simplicity allows for design evolution without much impact — nobody is going to remember this iteration.

Video Messaging: “Our country needs a fresh start”
Production: Resonant Pictures

  • Emphasizes his work to revitalize South Bend, Indiana

  • Focuses a lot on “this generation,” makes connections with millennials: “I belong to a generation that is stepping forward….we’re the generation that has lived through school shootings, that served in the wars after 9/11 and we’re the generation that stands to be the first to make less than our parents.”

  • Says it is time to “walk away from the politics of the past…We’re ready for a fresh start”

  • Analysis: Video shows Buttigieg in both his professional and personal life, with a shot of him and his husband in their home kitchen. Time and attention is given to adding in b-roll of speaking engagements, showing his rising leadership in the party. The video is both aspirational and inspirational. Clear call to action for change and a fresh start. It’s not the most amazing video ever produced, but it does give you at least a little insight into who Pete Buttigieg is, both personally and professionally.

Overall Messaging:

  • Almost entirely generational focused. He can’t win without a broader base of support, but galvanizing the millennials is a great start. *In 2016, millennials made up about 27% of voting-eligible population while Boomers made up 31%. Gen X came in at 25%. {Source}

  • Messaging is solid. Buttigieg will need to build out his brand. Unlike other contenders (think Harris, Warren, Gillibrand) his name isn’t as well known. He’ll need to show a track record of success, draw parallels between his work in South Bend and what he could do for the nation, and will need to make inroads with minority voters and party loyalists.

Pete_Buttigieg_2020_logo 300.png

2020 Democratic Party presidential primaries: Branding Breakdown

Click a logo below to read the branding breakdown on each candidate. These are being rolled out over the coming week.

Ashley Gaudiano