Building a Better America
Brand Positioning
Design
Brand Guidelines
build.gov
The Biden Administration asked us to design a brand supporting the Bipartisan Infrastructure Law, which focuses on rebuilding our country’s infrastructure. The creative needed to feel American, with a universal look that represents Democrats and Republicans working together to better America.
Creative work can have a short lifespan, but the Building a Better America mark will have a years-long legacy on road signs and bridges throughout the country.
The mark flourishes with strong typography, featuring a subtle reference to the three lines from the original Biden-Harris logo. It gives a familiar nod to the past and what we’ve accomplished while tipping the cap toward the future work that has just begun.
Studio Team:
Robyn Kanner, Eric Ziminsky, Aja Nuzzi