Biden Harris

📋 1 Guidelines

🔗 Connections

Sector

Public sector

Region

Usa

Guideline Year

2020

Language

English

Tags

Community

Official Websites

Brand Guidelines

2020

Brand Summary

Mission
  • To lead a united campaign and a united country, fighting in the battle for the soul of the nation, and to help Joe Biden become the 46th President of the United States [^1].
Core Values
  • unity
  • grassroots movement
  • fighting for the soul of the nation
Target Audience
  • Supporters of Joe Biden for President, including those who wish to show their #TeamJoe pride using design assets [^2].
Personality Traits
  • scrappy
  • grassroots
  • united
Visual Identity Overview
  • The visual identity features bold, uppercase logos with a stylized red ‘E’, a versatile color palette of blues, reds, and off-white, and strong, modern typefaces (Decimal and Mercury). Consistency in logo usage, clear space, and color combinations is emphasized, with assets designed for both print and digital applications [^3].

Categories

Logo Usage
  • Our external logos exists in two versions - Biden and Team Joe. Always size and place the logo correctly, for consistency. Never alter the logo, or relationship within it’s parts. Try to keep the clear space free from disturbing elements, shown here as the top-half height of the Bin BIDEN or the top-half height of the AinTEAM.
  • Our primary logo can be used with one of our three main blue colors with red on white/light backgrounds. On dark backgrounds the logo should be used in off-white with red. The E in Biden should always be used as red unless authorized by Biden for President Design Team.
  • By using our brand logos, colors, assets you agree to the terms set forth in our Biden for President Graphics’ Limited License found on the next page.
  • The Biden for President’s logos, and all designs, text, graphics, pictures, information, data, video, sound files, other files and the selection provided to you by us (collectively, the “Licensed Materials”) are the proprietary property of Biden for President and are protected by U.S. and international copyright laws. You are granted a limited, non-sublicensable license to access and use the Licensed Materials intended by us for your use for your informational, non-commercial and personal use only to show your support for Biden for President and Joe Biden. Such license is subject to the Terms and Conditions found at https://joebiden.com/terms/ and does not include: (a) any resale or commercial use of the Licensed Materials therein; (b) the reproduction, distribution, public performance or public display of any Licensed Materials, except as permitted herein; (c) modifying or otherwise making any derivative uses of the Licensed Materials, or any portion thereof without our prior written permission; (d) any use by any for-profit entity; or (e) any use of the Licensed Materials other than for their intended purpose. Any use of the Licensed Materials other than as specifically authorized herein, without the prior written permission of Biden for President, is strictly prohibited and will terminate the license granted herein. Such unauthorized use may also violate applicable laws including without limitation copyright and trademark laws and applicable communications regulations and statutes. Unless explicitly stated herein, nothing in these terms shall be construed as conferring any license to intellectual property rights, whether by estoppel, implication or otherwise. This license is revocable at any time.
Color Palette
  • Our primary logo can be used with one of our three main blue colors with red on white/light backgrounds. On dark backgrounds the logo should be used in off-white with red. The E in Biden should always be used as red unless authorized by Biden for President Design Team.
  • As part of our brand refresh, we are adopting new Biden official colors. Please be sure to transition to these new colors in all spaces, print and digital. This eight color palette includes a softer red, and more variations of our blues to ensure maximum versatility.
  • Off-White HEX #F2F4F8 PMS BRIGHT WHITE CMYK 4%, 2%, 1%, 0%
  • Amtrak Grey HEX #EOE5EF PMS 663 C CMYK 11%, 6%, 2%, 0%
  • True Red HEX #FF343E PMS Warm Red C CMYK 0%, 91%, 75%, 0%
  • Climate Green HEX #27A27A PMS 339 C CMYK 79%, 12%, 67%, 1%
  • Joe Navy HEX #0A2458 PMS 540 C CMYK 100%, 92%, 35%, 32%
  • Biden Blue HEX #ll3E88 PMS 661 C CMYK 100%, 87%, 17%, 4%
  • Union Blue HEX #2755A2 PMS 300 C CMYK 92%, 75%, 2%, 0%
Typography
  • Our main typefaces are Decimal and Mercury, but in applications such as Google Docs, we use Helvetica Neue. Decimal is a timeless font that transcends its forms to celebrate its ideas, while Mercury, originally designed for newpapers, was reimagined into a strong digital typeface.
  • Decimal ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklm nopq rstuvwxyz
  • Mercury ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ab c def ghij klmnop qr s tu vwxy z
Visual Style
  • Our external logos exists in two versions - Biden and Team Joe. Always size and place the logo correctly, for consistency. Never alter the logo, or relationship within it’s parts. Try to keep the clear space free from disturbing elements, shown here as the top-half height of the Bin BIDEN or the top-half height of the AinTEAM.
  • Our primary logo can be used with one of our three main blue colors with red on white/light backgrounds. On dark backgrounds the logo should be used in off-white with red. The E in Biden should always be used as red unless authorized by Biden for President Design Team.
  • Our main typefaces are Decimal and Mercury, but in applications such as Google Docs, we use Helvetica Neue. Decimal is a timeless font that transcends its forms to celebrate its ideas, while Mercury, originally designed for newpapers, was reimagined into a strong digital typeface.
  • As part of our brand refresh, we are adopting new Biden official colors. Please be sure to transition to these new colors in all spaces, print and digital. This eight color palette includes a softer red, and more variations of our blues to ensure maximum versatility.
  • Off-White HEX #F2F4F8 PMS BRIGHT WHITE CMYK 4%, 2%, 1%, 0%
  • Amtrak Grey HEX #EOE5EF PMS 663 C CMYK 11%, 6%, 2%, 0%
  • True Red HEX #FF343E PMS Warm Red C CMYK 0%, 91%, 75%, 0%
  • Climate Green HEX #27A27A PMS 339 C CMYK 79%, 12%, 67%, 1%
  • Joe Navy HEX #0A2458 PMS 540 C CMYK 100%, 92%, 35%, 32%
  • Biden Blue HEX #ll3E88 PMS 661 C CMYK 100%, 87%, 17%, 4%
  • Union Blue HEX #2755A2 PMS 300 C CMYK 92%, 75%, 2%, 0%
🐛 Report