February 24, 2020 / Press Releases

New Visual Identity Unveiled for 2020 Democratic National Convention in Milwaukee

MILWAUKEE—The Democratic National Convention Committee (DNCC) today introduced the official logo and visual identity for the 2020 Democratic National Convention in Milwaukee, Wisconsin. The visual system, which includes the logo, colors, typefaces, and design elements that the convention will use in all external communications, is inspired by the Wisconsin state motto, “Forward,” as well as the Democratic Party’s vision for positive progress in America.

“When Democrats come together in July to nominate the next President and Vice President of the United States, our party’s patriotism, optimism, and inclusivity will be on full display,” said Democratic National Convention Committee CEO Joe Solmonese. “We hope that the convention’s new visual identity resonates with Americans across the nation, as well as the community that inspired it here in Wisconsin.”

The visual identity was designed by New York- and Milwaukee-based creative firm Zero Studios. As part of the design process, the convention team and Zero held a brainstorming workshop with Milwaukee college students and met with a number of local stakeholders to talk about the values, icons, and landmarks they felt represented the state of Wisconsin.

“Many of us at Zero grew up in Wisconsin and Milwaukee, so it was an amazing opportunity for us to communicate to America what makes our city and state truly special,” said Chelsea Goldwell, Partner & Creative Director at Zero Studios and Milwaukee Institute of Art & Design alum. “We looked at shared Midwestern values, including resilience and strength, our hardworking ethos, our strong sense of community and friendliness, and most importantly, the optimism that guides us.”

The convention’s bold color palette reflects America, the Democratic Party, and Wisconsin. Classic Democratic cyan comes together with traditional red, white, and blue Americana. The gold accent is a nod to the host community and was inspired by the gold of Milwaukee’s Hoan Bridge, the People’s Flag of Milwaukee, and accents from the Wisconsin state flag. Together these colors set an optimistic tone for the convention.

“We were inspired by the flags of the United States, Wisconsin, and Milwaukee,” said Steve Kodis, Milwaukee-based Senior Designer at Zero Studios and University of Wisconsin-Milwaukee alum. “Wisconsin’s state flag features our state motto of ‘Forward,’ which became a primary graphic theme used to connect the state of Wisconsin with the Democratic Party’s vision for positive progress in America. The result is a memorable visual system that highlights forward momentum.”

As part of today’s announcement, the DNCC also reactivated its accounts on Twitter, Instagram, and Facebook, which together will serve as the convention’s official social media profiles leading up to and during convention week.

To learn more about the strategy behind the convention’s visual identity and its story, visit D20.DemConvention.com.