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). But I don't like the color they chose, because when put them together it’s indeed create a strong contrast, but it’s also quite annoying.
There is a small red star in the name part. Using a red, small block in the big, white block, can make a contrast, which can also call people’s attention.
As I look it up, the font used for this logo is Franklin Gothic. It is a classic font but the space between the words is too small, makes it looks annoying.
Slogan words in this logo are in capital type, this can call for attentions, and since the slogan is short, capitalized words are not so hard to be read, and can can emphasize these words.
This logo is in horizontal lines, and it all goes from left to right, which makes it can be read easily. The logo is being organized into two lines.
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.
Shape and volume:
All words are in 2D format. It makes a little boring but did create a serious atmosphere. The designer used a red star to replace the dot on the ‘i’, which I think it’s brilliant. But the only problem is that the star is too small, that if you see this logo in a distance, you can barely see the star.
The shape of this logo is in a good balance, but as I said above, I don't like the combination of these colors. Although they are not boring nor monotonous, the contrast is too strong and not balanced, which makes it annoying.
The contrast of color can really catch audience eyes. The visual weight is on the upper part, but the designer used a grey slogan to balance it. Focal point is on the main part, which is the name and the year.
Space and motion:
All the words are fitted in a small, invisible box, not the edge of the black background. I think it’s too close, it might can use more space. Although the logo is more balanced in this way, but the invisible box limited the shape of the logo, which makes it lack of motion. Maybe should use more curve in the logo.
The little star can represent the Unite states, since states are all represented by stars on the national flag. The combination of color can show that Webb is ambitious and bold. The balanced shape of logo can show that Webb is serious and cleaver, that he can balance things with his ability.