Benchmark Politics

Benchmark Politics Logo Presentation Sheet

A simple logo for Benchmark Politics, a polling aggregator. The design is directly based on their stand-in logo, a data visualization with a heat map overlayed on the United States. I took the same concept, but replaced the heat map with a diagonal gradient using the same colors. The typeface is League Spartan Bold, a sans serif geometric font with thick weight — it’s more or less the three-piece suit of typefaces. I chose blue and red to represent the dominant political parties, then combined them with the map backed by a white gradient to help separate the two elements. The second variant continues the blue & red theme, while the other two are greyscale and black & white for use on stationery and other color-constrained mediums.


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