The Hillary Clinton campaign logo / Getty Images
BY: Follow @brentscher
March 30, 2017 5:00 am
Hillary Clinton's infamous campaign logo was created by a three-person team of designers who were invited to work on the "secret" design project four months before the official campaign launch in April 2015, according to a recently published essay written by the lead designers.
Michael Bierut's essay, "I'm With Her: What I learned designing a logo for Hillary Clinton," was published in the Design Observer. It chronicles the timeline of his involvement with Clinton's campaign—from the excitement of learning that his logo was chosen, to the heartbreak of Clinton's electoral defeat, and further to his decision to wear the logo at the January "Women's March" in Washington, D.C.
It all began in January 2015, when Bierut was "invited to volunteer" his services for what he saw as Clinton's "historic moment."
"I was invited to volunteer my services on a secret project: the design of a logo for the possible presidential bid of the former First Lady and Secretary of State Hillary Rodham Clinton," Bierut wrote. "This was a historic moment. I said yes immediately."
Although critics would later point out the simplicity of Bierut's final design—a blue "H" containing a rightward facing red arrow—a lot of thought went in to creating it, according to the essay.
"I put together a three-person team: me, designer Jesse Reed, and project manager Julia Lemle," Bierut wrote. "We would work in secret for the next two months."
Bierut says the goal of the two-month secret project was "to create something new and different." The team settled on "a perfectly square H," which seemed simple but really was anything but.
"Although we explored dozens of symbols, the one everyone gravitated to was the simplest of all: a perfectly square H," Bierut explained. "But its simplicity was deceptive. What looked like an H was really a window, capable of endless transformations."
By adding in an arrow, the logo was complete.
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