What started as a typical branding project became a book chronicling the history of the two-party political system in the United States. From Caslon to Gotham, the typefaces changed in the book and followed chronologically with our political history. The mark was made and the visual identity system was created, which satisfied the requirements of the class. I wanted to use this opportunity to break outside scholastic requirements and learn about the most powerful brands in the United States — our political parties. This was a rebrand of the independent voter, who was not affiliated with any particular party. The challenge was to visually unite the independent base while leaving room for the individual voice.

TITLE INDEPENDENT
CLASS NATURE IF IDENTITY
CATEGORY BRANDING, PRINT
TYPEFACES AVANT GARDE GOTHIC, ETC
INSTRUCTOR HUNTER L. WIMMER