
I've noted before how much I love the opportunity to combine my passions for design and progressive politics. So it was a real pleasure to work with my friend Pat Lang - who is running for U.S. Congress to fight for Ohio's middle class families in the 15th District - on his campaign identity. Lang is a son of Appalachia who, like me, attended Ohio University. He was elected to Athens City Council as an undergraduate. After graduating law school, Lang served as an assistant county prosecutor before beating a 30-year incumbent to become Athens' Law Director. His opponent, should he get past the march Democratic primary, will be Rep. Steve Stivers, a career banking lobbyist. The contrast couldn't be more obvious.
"I’m running for congress because I grew up in a small Appalachian town - as a child, my parents could sometimes afford to heat just one room of the house in winter time," Lang says. "When the coal mines closed and neighbors got laid off, I saw things go from tough to tougher. That’s why it is so frustrating to watch Congress and see a whole lot of nothing. We can do better. We can start by ensuring a strong middle class, protecting Medicare for seniors and creating jobs. That’s why I’m running for Congress." And that's why I am so eager to work with Pat.
As I set out on the design, I knew I wanted a bold, optimistic look for Lang's name that matched his Midwestern populism and work ethic. Inspired by typefaces like the sturdy Borgstrand Pro, I created a thick, geometric face for his name, which from a design perspective is a good one because it's so short. My next move was taking the counter of the "A" in his name and turning it into a simplified outline of the state Lang hopes to represent.
When I shifted to the descriptor, I wanted the kind of contrast a serif typeface could provide. I didn't want anything too weak and, armed with the desire for something with a more contemporary flair, I chose the sturdy and attractive Archer. From there, it quickly became time to settle on a color scheme. Blue and red, of course, is nothing new in political design - or as shorthand for left and right. I did consider green, which I feel is synonymous in political design not with the Green Party but with one of my all-time heros, the late Sen. Paul Wellstone, who once said:
"The future will not belong to those who sit on the sidelines. The future will not belong to the cynics. The future belongs to those who believe in the beauty of their dreams."
I decided to leave green with Sen. Wellstone, so in working within the traditional color scheme I settled upon a bold blue, a strong red, and, for accent, a lighter blue to complement both when used. To me, the blue of Lang's name speaks to his Democratic politics, while the red of the descriptor represents how his middle class advocacy speaks to both sides of the aisle. The end result is what you see above. There will be more to share as Lang's campaign rolls on (yard signs, bumper stickers, etc.), but I wanted to show you our first steps. In the meantime, go, Pat, go!