Here is the candidate logo for Jim Webb.
Basically we can divide this logo into four parts by the differences of colors, including the background.
The first part is the background, which is a whole black area. The second part is his name, which is in white color, bold type. These two parts makes the main part of the logo. The third part is the year he is run for, which is 2016, in the same type but with a red color. The last part is the slogan, says:“Leadership you can trust” in grey and bold type.
Let’s look at the colors of the whole logo, white, red, grey and black, they are different in tones, makes a strong contrast, which helped to call attention. The slogan part is in grey but not in white as the name part, shows that the candidate’s name is the first thing that designer wants to stress. Although the grey color is less contrast with the black background, but it can also make words stands out in the background, but less eye-catching than the main part. This all shows that the slogan is the second important part (compare with the name and the year).
As I present above, there are four color blocks if you divide this logo according to the color. But on the name part, designer used a red star to replace the dot on the ‘i’, which I think it’s brilliant. The star can represent the Unite states, since states are all represented by stars on the national flag. Also, using a red, small block in the big, white block, can make a contrast, which can also call people’s attention.
All words in this logo are in capitals, this can all for attentions, and since the slogan is short, capitalized words are not so hard to be read. These words are also all in bold type, which can emphasize these words.
The size of the words in the main part is bigger than the slogan part, create a contrast of size, makes the logo less bored. The slogan part are not so small, the main part didn't overpower the smaller words, so that people can still read and pay attention to it.
All the words are fitted in a box, but left plenty room on all sides, which can make the logo not so annoying.