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By Matt Toder

Almost as ubiquitous as a candidate's face is their logo, sometimes it's plastered behind them on a huge screen, sometimes is stands out in front on a lectern. All of the elements are carefully chosen to translate the essence of the candidate into an image, an image that is meant to evoke the best of what that candidate has to offer. For Trump, the modern typeface is a departure from what he puts on his buildings but it works for the campaign. The stars-and-stripes border to the logo? Not as much.

We asked design expert Sagi Haviv, a partner at the brand identity firm Chermayeff & Geismar & Haviv and an instructor at the School of Visual Arts, to put politics aside and take us through what works graphically and what doesn't in the collection of logos that make up the 2016 campaign for the White House. For each logo, Haviv attempts to answer two key questions: what idea is this image meant to convey and how successful is it in its attempt?