Keep an eye on Austria.
Sebastian Kurz, the 31-year-old foreign minister and leader of the center-right Austrian People’s Party (ÖVP), looks set to be Austria’s next chancellor and Europe’s youngest leader after elections this weekend.
More specifically, keep an eye on the political brand and design of Sebastian Kurz.
It’s sharp. It’s crisp. And it makes you feel as if you’re looking at the new.
And, in politics, everyone wants the new.
Before diving into the campaign designs, first a few highlights from around the media world:
The party’s posters carry urgent slogans like “Now or never” and “This time, Kurz”.
Kurz took over as head of the center-right Austrian People’s Party (ÖVP) in May. In the few short months since, he has transformed a party which has been in coalition government for the past 30 years into his own personal movement.
He’s re-branded, renaming it the “The New People’s Party” and dumping its traditional black color scheme in favor of a bright turquoise hue aimed at giving it an “anti-establishment” look.
Now, for the thoughts about his political branding.
Media is usually the first interaction people have with political candidates.
And campaign posters of Sebastian Kurz telegraph immediately that he is modern, hard working, and thinking of the future.
The typography is consistent and the campaign sticks to a vibrant color scheme.
This is one campaign that recognizes the importance of a strong political brand.
Other campaigns should take note.