Bold, conservative, modern, simple, clear, youth, freedom, heart, foundation, red, elephant, embrace.
The facts revealed a case of a missing heart and a misguided focus in the republican party. The clues were found in the strength of heart in the elephant, in the color red, and in patterns that create an environment of freedom, transparency and camaraderie.
A logo was created that retains the roots of the party, but stands tall and youthful instead of hunched and set in old ways. The star speaks of freedom and of thinking forward. The eye represents wisdom and heart.
Brand guidelines were formed to not only guide people in the use of the logo, but to establish the newly founded concepts of heart and freedom in the party.
Promotional items included a game of Stratego for working together with democrats and a distinguished necktie with the pattern of the party.