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2016 Campaign Logos: Cruz's Burning Ambition

Design expert Sagi Haviv breaks down Cruz's logo, from the burning flag to the oddly cropped star, explaining what it meant to convey and if it was successful.

When Ted Cruz and his people set out to design a logo they knew they wanted to heavily feature American iconography in the final image. And they succeeded, the logo combines the American flag and the torch of liberty but it doesn't leave the viewer nearly as awestruck as was surely anticipated. Instead, the viewer is left only with questions: why is the star cropped in that way? Why is the American flag on fire?

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?

Check out Haviv's thoughts on the Trump campaign logo here.