Branding & Identity

Democratic Union

After years of writing and covering political campaigns, or advising and getting involved in political and social activities, I was fortunate to get a sneak peek of the first logo of a new political entity called “The Democratic Union”. The logo seemed a bit generic, simplistic, and lacked the message of power.

After obtaining the authorization to try and create a new version, I went to work. The branding challenge was to capture three different political organizations under one roof: “Merez” led by Nitzan Horowitz, “The Green Movement” led by Stav Shafir, and “Democratic Israel” led by Ehud Barak.

A short creative process led to images of “flags war”, symbols of social and political protests, and the phrase “flag at the head of the camp,” summed up in two motifs: “flag” and the “symbol of equality.” The chosen colors were blue, which represents Israel, and green, which represents the color of “Meretz” and the “Green Movement”. Unlike most of the logos in the Israeli political world, I made the decision to create a logo without a solid color, which exhibited color transitions that provided three-dimensional visibility, movement, speed, and a sleek and innovative style. I then proceeded to design the complete brand book, which was handed over to the campaign team.