New logo: Peter Martin on Hillary Clinton

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No sooner had Hillary Clinton unveiled the logo for her election campaign in the US presidential elections than the social networks were awash with malice and ridicule. HORIZONT Online asked German design experts about Hillary’s H. »It hasn’t really gone down well with anyone«, writes Jessica Becker from HORIZONT Online. She subsequently spoke to Martin et Karczinski: ›German designers certainly formed an immediate opinion of the imagery. Logos should express the positive personality traits they represent,‹ explains Peter Martin, CEO of Martin et Karczinski in Munich. But that’s clearly gone wrong here. ›We see two strong verticals broken up by a red horizontal like a steamroller. It makes the imagery look very aggressive. If it were a sound logo, it would be shouting at the top of its voice. I have certainly never thought of Mrs Clinton as being so confrontational, ›revolutionary‹ even‹, says Martin.«

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