As the September preliminary election approaches, one indication of a competitive race is the “sign war” that may break out between leading candidates and their supporters. The war, which involves the placement of window & yard signs, as well as larger, 4’x8′ billboards, is an attempt to saturate a voting district with so many examples of a candidate’s brand that an indelible image is left in the minds of local residents, along with the information that image contains.
The most critical part of the brand is the candidate’s name: a good brand will create positive associations with that name, using colors, words, or graphic elements (which may be emphasized enough to become a logo). The only other element that almost certainly must be included is the office the candidate is seeking. While design decisions may best be left to professionals, an amateur can make a respectable showing in this department using inexpensive computer programs and by avoiding the errors of her competitors.