Introducing the 2020 Democratic National Convention Visual Identity

The white D20 logo mark animates from left to right into the middle of the navy-colored page. The D has a star cutout in the center, rotated slightly so it is pointing to the right. The shape of an arrow within the star is cyan. The number 2 is white. The number 0 is white with a cutout of the state of Wisconsin in the center.

On July 13-16th, the Democratic Party will come together to formally nominate the next president and vice president of the United States at our 2020 Democratic National Convention in Milwaukee, Wisconsin.

It is an opportunity to show the American people what we stand for as a party, unite around our shared values, and showcase everything Wisconsin has to offer.

An overhead shot of Milwaukee in the summer runs full bleed across the page.

The Idea

Our visual identity reflects our party, and this year’s convention

We started by referencing past Democratic conventions, iconic Americana, and the values, landmarks, and culture that makes Milwaukee & Wisconsin beloved.

An image of three flags in a straight line, taken slightly from the left, with the wind blowing them to the right. The flag nearest to where the image was taken is the People’s Flag of Milwaukee. The second flag is the Wisconsin State Flag. The third flag is the Flag of the United States of America.
An image of Milwaukee’s Cream City Brick.
A blue poster with white text saying ‘The Call for the 1976 Democratic National Convention’ on the top half and a red and white striped ‘76’ on the bottom half.
The white cover of the Telephone Directory & Guide booklet from New York City’s Democratic National Convention in 1976. It features an American Flag themed apple graphic on the lower half.
An image taken from the Milwaukee River of the gold, iconic Daniel Hoan Memorial Bridge in Milwaukee.
A yellow wedge of cheese.
A white sticker displaying an American Flag on the left and ‘I Voted’ on the right.
A picture of Bill Clinton at the podium of the 1992 Democratic National Convention. The front of the podium has a large ‘92 graphic on it.
An image of a red barn to the right of the frame, taken from a cornfield in the summer with blue skies overhead.
An image of Milwaukee’s skyline taken from Lake Michigan.
A cream pinback button with an American Flag themed outline of the United States of America in the center.
A celebratory image from a past Democratic National Convention of a packed stadium with red, white, and blue confetti falling from the ceiling and American Flag themed balloons throughout the crowd.
A red, white, and blue striped pinback button from the 1976 Democratic National Convention in New York City.
An image of one of the white wings of the Milwaukee Art Museum building with a blue sky in the background.
The Wisconsin State Flag takes up the entirety of the page. All elements of the flag begin to fade to the background color of blue. The white ribbon with the state motto of ‘Forward’ in black text grows larger in the middle of the page.

The Identity

Our 2020 Visual Identity

Our visual system is inspired by the Wisconsin state motto, “Forward,” and the Democratic party’s vision for positive progress in America.

Designed for all

Our audience was our top priority in developing all aspects of the visual system. We champion accessibility, flexibility, and simplicity to ensure the system’s success.

Our bold color palette reflects America and our party

Classic Democratic cyan comes together with traditional red, white, and blue Americana. High contrast color pairings are used to ensure our palette’s legibility.

Democratic Cyan

A cutout of the profile of a donkey over the cyan background. A white star is placed where the donkey’s eye would be.

PMS 2995

CMYK 80/12/1/0

RGB 0/168/255

HEX #00a8e1

American Flag Blue

The white star that was the Donkey's eye animates to be larger and centered on the blue background.

PMS 289

CMYK 98/84/46/51

RGB 13/34/64

HEX #0d2240

American Flag White

Three horizontal red stripes layered on top of one another animate in the middle of the page, over the white background.

CMYK 0/0/0/0

RGB 255/255/255

HEX #ffffff

American Flag Red

Three horizontal white stripes layered on top of one another animate in the middle of the page, over the red background.

PMS 193

CMYK 8/100/77/1

RGB 218/30/63

HEX #da1d3e

And has a heart of gold

From beer, to cheese, and across the Hoan bridge onto the People’s Flag of Milwaukee, the Cream City and state runs gold.

Wisconsin Gold

A white square slice of cheese with holes in it of varying sizes fades into the middle of the page, over the gold background.

PMS 130

CMYK 2/38/100/0

RGB 247/168/0

HEX #f7a800

With plenty
of Midwestern charm

A graphic of a white barn with a navy window and door next to a cyan silo is at the bottom of the gold-colored page.

Our typeface, Neue Haas Grotesk, is approachable and confident, with welcoming legibility. It reminds us of the strong sense of community Wisconsinites share.

“Oh you betcha.”

Shirley from Manitowoc

“Where’s the bubbler?”

Joe from Waukesha

“Welcome!”

Ruth from Milwaukee

It’s always progressing

Our visual identity uses simple, expressive motion to show the Democratic party’s role in advocating for positive progress.

Three navy stars animate onto the white page from left to right as they rotate. Once centered on the page, the stars rest in a straight formation.
On the left side of the page is a navy square. A white ‘D’ from the D20 logo mark animates in from left and rests in the center of the square. The D has a star cutout in the center, rotated slightly so it is pointing to the right. The shape of an arrow within the star is cyan.
On the right side of the page is a gold square. Red and white stripes animate in diagonally at a 45 degree angle from bottom to top and fill half the square.

Our system is flexible

Our identity system is designed to easily scale and evolve across all materials leading up to the convention.

On the top left is a navy square with the white version of the full D20 logo. The D has a star cutout in the center that is slightly tilted to the right. The shape of an arrow pointing to the right within the star is cyan. Next to the D is a white 2. Next to the two is a white 0 with a cutout of the state of Wisconsin. Under the D20 are the words ‘Democratic National Convention,’ in navy, as well as the word ‘Milwaukee,’ in cyan.
In the top center there is a gray square with a cream-colored t-shirt. On the shirt are navy words that are stacked, left-aligned and read, ‘The Cream City.’ The D20 logo mark, also in navy, is to the right of the word ‘City.’ Beneath, in smaller lettering are the words ‘Democratic National Convention.’
On the top right is a navy square. Red and white stripes animate in diagonally at a 45 degree angle from bottom to top and fill half the square.
In the bottom left is a gray square with a white pinback button. In the center of the button is a navy D20 logo mark.
In the bottom center is a navy square. A white ‘D’ from the D20 logo mark animates in from left and rests in the center of the square. The D has a star cutout in the center, rotated slightly so it is pointing to the right. The shape of an arrow within the star is cyan.
The last image in the bottom right is a gray square with a large pinback button and a small commemorative pin. The larger pinback button in the top right is white and has text in a circular formation that reads, Democratic National Convention, Milwaukee, WI. In the center is the state of Wisconsin with an American Flag design and text that reads 2020. The smaller pin in the bottom right is a shiny gold commemorative pin that has a celebratory red, navy, cyan and white D icon in the center.

...But we’re just getting warmed up

In the months leading up to our July convention, we’ll be working with the Wisconsin community to create a convention experience that reflects our shared views, values, and stories.

Follow along and join the conversation as we count down to the convention!