99% Invisible cover image

Negative Space: Logo Design with Michael Bierut

99% Invisible

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Wear Your Beliefs Boldly

The red Make America Great Again hat serves as a powerful emblem of populism, starkly contrasting with the symbols associated with coastal elites. Its design deliberately excludes sophistication tied to formal attire, instead aligning with the hardworking identity of the American heartland. The bold red color signifies an affinity to 'red America', while the prominent slogan is presented in an assertive manner that mirrors the candidate's delivery. This hat is designed for visibility, functioning as a personal statement of support, and signifies a deep personal commitment to the values represented by the candidate. It acts as a wearable brand, declaring allegiance in a clear and undeniable way, promoting a sense of community among supporters who openly identify with the cause.

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