You might’ve noticed that the White House website looked different on Inauguration Day. You might not have noticed that something else is different, too: the White House logo.
The new Administration subtly refreshed the logo: In contrast to the Trump Administration’s logo, Biden’s depicts the White House facade with architectural details like columns and windows in white on a navy blue background. According to Ben Ostrower, founder and creative director of the creative agency Wide Eye—which designed the logo along with White House creative director Carahna Magwood and illustrator John Mata—it took about 30 revisions to get it right. And that was just the beginning. From there, they designed an entire logo system, with each created to meet the needs of different contexts and mediums.
Think back on when you’ve seen the White House logo (likehere), and it probably seems like it hasn’t changed at all. In fact, it has changed in minute ways from one administration to the next.The digital logos from the Bushand Obama erashad a gradient navy background framed with an oval. The Obama team simplified the previous logo by removing the words “The White House” and “Washington.” And in 2017, the Trump administration removed the oval frame and flattened and inverted the colors so the house itself was navy.Hoefler also gave the typefaces a framework (above), showing the “voices that can be coaxed out of [them].” He took inspiration from Kennedy era letterhead that used a sans serif typeface, and suggested that the Biden design team apply Decimal in the same way. They now use it for print applications like stationery and press releases. “You can see the parallels,” says Flaherty of the Kennedy era letterhead and its modern application, “but you can also see how ours is just a tinge more forward-looking.”
While the logo might seem studiously traditional, the designers added subtle details that can be mixed and matched so that no matter where the logo lands—whether that’s on a piece of paper or a Zoom backgrounds—it always looks presidential.
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