With fewer than 100 days to go until the election, Kamala Harris announced her VP pick – the avuncular Minnesota governor Tim Walz – and dropped a new official logo.
Harris-Walz merchandise, including yard signs, T-shirts, and one much-memed camouflage printed hat, launched as soon as the current vice-president put Walz on her ticket on Tuesday. The logo looks simple, with some even calling it boring: tall, white, sans serif lettering spelling out the nominees’ last names.
“The logo needs a little more [flair] to reflect the excitement of the base,” read one tweet posted to X. “Oh my god this is minimalist hell get me out of here,” said another.
But, as Hunter Schwarz pointed out for Fast Company, others viewed the logo as historic, tracing its branding back to Shirley Chisholm’s 1972 presidential campaign. Chisholm, the first Black congresswoman and first Black woman to run for a major party’s nomination, used all-caps, sans serif lettering. (Harris took nods from Chisholm’s campaign design when running in 2019.)
“The logo looks bold and strong, and the brilliance of it is that it doesn’t have to be clever,” said Ross Turner, a graphic designer who works on political campaigns.
Turner noted that the Harris Walz design looks similar to Trump Vance signs, which also utilize an all-caps, sans serif font. “I initially thought, wow, Harris kind of dropped the ball, because this looks so much like the Trump logo,” Turner said. “Isn’t the goal to differentiate? But they didn’t have to differentiate with the logo, because Harris already does as a candidate. And [Republicans] can’t turn around and mock this logo, because then they’d have to do the same for Trump since it’s so similar.”
“I like their lack of preciousness,” said Charles Nix, senior executive creative director of the typeface company Monotype. “The speed of this campaign and this design coming together demands a sort of truth. It doesn’t have a full year to be tested in focus groups. It speaks plainly and urgently.”
“They’re clearly emphasizing Harris,” said Katherine Haenschen, an assistant professor of communications and political science at Northeastern University. “It’s a good, solid logo.”
If the campaign’s logo is straightforward, its merch comes off as more playful. One $40 camo hat with Harris Walz embroidered in orange looks strikingly similar to a cap sold by the gen Z pop star Chappell Roan in support of her Midwest Princess tour.
Walz, a game-hunting Minnesotan who signed gun control measures into law, was wearing a camo baseball cap when he got the call from Harris offering him the VP slot, and he’s worn camo in the past. But some online commentators are reading into the campaign’s cap, released Tuesday after a high-energy rally in Philadelphia, as a nod to Roan. The singer even posted a side-by-side of her merch with the Harris-Walz hat on X, writing: “is this real.”
The cap, which the campaign called “the most iconic political hat in America”, can be interpreted as a rebuttal to Donald Trump’s red Maga option. The gen-X-dad styling might be seen as an attempt to appeal to middle American voters who might actually use it while hunting. “There’s a lot of connotations with camouflage print and preparing for battle, which I’m sure crossed the in-house design team’s mind, given how fraught the leadup to November is going to be,” said the fashion writer Freya Drohan. Fitting, too, as one of the Harris campaign’s slogans is “when we fight, we win”.
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One could even imagine coastal hypebeasts who have never held a gun in their lives wearing the hat: camo has emerged as one of 2024’s most unlikely fashion trends, seen on runways from Balenciaga to A$AP Rocky’s AWGE label.
“This is the bushwick x los feliz unity that our nation needs,” wrote the comedian Desus Nice on X about the hat, citing two hip neighborhoods in Brooklyn and Los Angeles where it’s not uncommon to see people dressed in what can only be described as fish and game warden-chic.
“I’m personally really encouraged that it seems like the campaign is listening to young voices,” said Ziad Ahmed, head of Next Gen, a gen Z marketing practice at United Talent Agency. “I think everyone can feel that energy across the internet right now. When we first saw the hat, we almost couldn’t believe our eyes, as we are so not used to our politicians actually making good, cool, smart choices.”
Nate Jones, an executive at UTA Next Gen, added that he wanted to buy Harris merchandise after she announced her bid, but felt “quite disappointed” by the lineup. “I didn’t see anything I would actually wear, until this hat,” he said. “It’s simultaneously street style and gen X dad style.” Jones ordered the cap, which is expected to drop in early October. The Harris campaign told Teen Vogue it sold $1m worth of caps in less than 24 hours.
Merch alone will not win an election, but the excitement around the hat reiterates how Harris’ presidential bid continues to liven up a once dreary election cycle. It’s also clear that Harris’s team has set its sights on delivering viral moments meant to thrill the very-online voting bloc.
“It is my hope that those in power continue to pay attention to what young voters are saying across the internet,” Ahmed said. “Not just to draw inspiration for their next merch drop, but also to shape their policy platforms that will define our generation’s present as well as our future.”
