The new Kamala Harris presidential campaign branding came together within hours
After President Biden dropped out of the 2024 race, the campaign’s design team got to work on a new branding universe for Harris.
In less than 24 hours, Vice President Kamala Harris went from running mate to presidential candidate, with a new campaign logo to match.
The Biden-Harris campaign’s design team created the new “Harris for President” logo in short order. Rather than reaching back to Harris’ 2020 campaign logo and its unconventional (for politics) purple, red, and yellow color palette, the logo was designed to match the preexisting Biden-Harris campaign identity.
Harris’ logo uses a red, white, and creme color palette. And the sans-serif typeface in Harris’ new logo, Decimal, has been used by Biden since his campaign rebranded for the general election in 2020, a month before he named Harris as his running mate.
The result is a logo that’s safe and familiar. It communicates continuity—a hallmark of visual design for vice presidential running mates who later run for the top job. That continuity isn’t just for the branding either. Harris is inheriting the Biden-Harris campaign’s staff, headquarters, and bank account.
More than a Kamala Harris logo
The official new Harris brand came together quickly over the course of the day, with the new logo making its debut online Sunday night, just hours after she became a candidate. After Biden endorsed Harris for the nomination, his former online campaign shop moved all of its preexisting Harris merch—items like Kamala signature shirts, sticker packs, mugs and sweatshirts—to the top of the site. Harris’ social media banner images were eventually updated from a graphic of her and Biden and the slogan, “Together we can finish the job!” to a new slogan, “Let’s WIN this!”
It might not last long, though. Should Harris indeed become the Democratic nominee, she still has a running mate of her own to pick, and with that, she’ll once again need a new logo.
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