Today, Obama launched America’s Clean Power Plan with a video posted on Facebook. The film has bad typography, low-res imagery and clumsy Powerpoint-style transitions. To that end, it’s a brilliant example of ‘Movement’ branding. The poor production quality comes across as direct and authentic, leaving viewers with the impression that it must have been made by real people. Here’s one of America’s biggest policy announcements on climate change and it’s nothing more than a pumped-up Powerpoint posted on Facebook. It’s perfectly judged.

This grass roots feel is in contrast to Hillary Clinton’s 2016 campaign identity. The arrow ‘H’ logo, designed by Michael Bierut at Pentagram, caused a Twitter frenzy when revealed earlier this year. It’s clever and well crafted, as you’d expect from the team at Pentagram. As corporate identities go, it’s been compared to some of the great logos, like FedEx. But that’s the problem. It looks like a very solid, well crafted ‘corporate identity’. Words no politician wants to be associated with. In today’s world, logos and politics don’t mix.

In today’s socially driven politics, the logo should be the footer not the headline.

When you think of the 2008 Obama campaign it was a message of ‘Hope’ that the electorate claimed as their own. It was the screen-printed style posters that got shared around the world. Nobody remembers the actual Obama campaign logo. It’ll be interesting to see over the next 12 month what happens to Hillary’s ‘big H’. Will it be remembered? I doubt it. In today’s socially driven politics, the logo should be the footer not the headline. What’s worked for Obama, right up to today’s video is a simple idea – the public want to see themselves reflected in their institution, not corporations.