Professional

Resources

Resources

"We’re not the first to establish a set of guiding principles — Harry Truman had ‘The buck stops here,’ and more recently my friend Mayor Pete Buttigieg’s campaign was shaped by his team’s ‘rules of the road.’

The Team We Aspire to Be

Joe's Campaign Code

Together, We have a wealth of resources capable of Leading and taking control of the National Narrative - free.

Together, We have a wealth of resources capable of Leading and taking control of the National Narrative - free.

Marketing

Canvassing & Social Media
Some of the nation's top experts have provided the most effective guidelines, tips, tools, materials and methods to support any Democratic candidate in any election with the strongest and most succesful methods.

Candidates

Making your candidate National
Rather than pulling you hair out playin whack-a-mole, sending small donations to 8 different causes and ActBlue's, we can be more effective if we simpy focus on what it is to be a Democrat, and what we stand for.

Pro Tips

Expert Guidance
Grassroots candidates and supporters don't have the luxury of being able to hire the world's top designers and marketing agencies. We provide all their tricks, methods and tools.
Professional Branding Tools

When I was growing up, my mom used to always tell me, “Joey, no one is better than you. Everyone is your equal, and everyone is equal to you.”

It wasn’t just a line; it was a code for us to live by—the guardrails our family put in place to help guide our words, our thoughts, our actions, and the way we treated others. It’s the same code I passed on to my children, and that they have passed on to their children in turn.

The President's Code

Compassion

Faith

Resiliency

Empathy

Kindness

Humility

Joy

Respect

Inclusion

Dignity

Who We Are
#UnitedForBiden

Design

Design

Best Practices

General best practice tips with the Biden for President style and branding

Download Files

Font Packages in Web AND Print

Margins

Cut, Read & Responsive Margins

Presidential Seal

Homage to the City Featured
Note that all colors in the photography cimpliment the Biden palette and style guide

Main Title

Bold Biden-Branded Heading
The Main 3-Sec Message
  • Margins

    Cut, Read & Responsive Margins
  • Presidential Seal

    Homage to the City Featured
    Note that all colors in the photography cimpliment the Biden palette and style guide
  • Main Title

    Bold Biden-Branded Heading
    The Main 3-Sec Message

Please remember, our job as supporters (many of us professionals), is not to express our own creativity. Our job is to effectively convert votes and win seats. We are here to promote the Party and the candidate - not ourselves.

Official Branding

The White House AND Biden-Harris Style Guide
The official Biden for President logo was fantastic. Beyond invoking the traditional Red, White and Blue American flag colors - it literally read as "President Biden". This strategic kind of design is so well thought-out. As with any business, in the beginning, we need to establish trust, reliability and stability. Strong, bold, caps fonts promote all of these qualities in logo design. Americans got used to associating "Biden" with "President" every time they saw that logo.
As any organization or business grows and starts to become a large entity, you'll notice that succesful ones start to shrink the size of the logo - and eventually change from the bold all-caps power symbolism to a non-threatening lowercase and thinner weight font. Walmart used to be all-caps, with big, chunky lettering. Even the star has been re-designed, and they use thin-weight and well spaced letters to be more friendly and unintimidating. Amazon's logo is another great example, as the re-designed branding effectively did two things at once: Draw a line from A-to-Z, and put a smile on every box.

Branding Updates

We are making updates live and as we can, to reflect the new look of the Biden-Harris Administration. Small modifications to the Brand have been made to account for the changeds made for the Biden White House.
  • Joe Navy

    Background and Foreground
  • Biden Blue

  • Union Blue

  • Delaware Bay Blue

    Pastel Background Only
  • Amtrack Gray

  • Presidential Gold

    and "Glow Gold" (FLOTUS palette)
  • Biden for President Red

  • True Red

  • Climate Green

Primary Background

On the Biden Blue Background

Secondary Background

On the Joe Navy Background

Muted Background

On Gray, Pastel or Pale Backgrounds

White Background

Paper-white Backgrounds

Basic Marketing Principles

The following are guidelines that can be trusted to result in clean, easy-to-read and memorable graphic content that follows the Biden-Harris Administration's branding. Following these simple guidelines will be effective and have the best chance at viewer engagement and retention.
  • An image that resonates on an emotional level with the target audience
  • A 3-second or less message
  • Avoid clutter. No more than 2 font styles max. All-caps Decimal Black for headings, Decimal Bold for Subheadings, Mercury Roman in bold (with letter spacing) for body. Paragraphs can use normal (non-caps) Decimal.
  • Limit font colors. No more than 2 main colors should be used unless it's a subtle difference for emphasis. Always use Biden for President palette.
  • Using the dark blue, most images benefit from a solid Adobe Screen blending effect or layer effect. Some images may benefit from an additional dark blue layer or gradient to transparent to make the White Biden logo "pop"
  • Margins are important and should always keep text/copy 1/4" inch or equivalent pixel ratio from the edge to leave a bleed for potentially responsive digital cropping.
  • Except in rare instances, photography of Joe Biden should always have a solid #0b1630 layer with a Screen blend style (or blend-mode in CSS) over top, giving a cool tone to his images
  • For Headings and text that "pop", On warm-toned photography, use the Dark Navy Blue for sections and text/copy background. For cool-tone photography, use the Red. Do not use the solid Red over the light blue. Instead, use the pastel/pink Red over the darkest navy blue. Contrast is important for clarity, accessibility and legibility. Bright font colors on bright background colors makes the text difficult to read for those who have accessibility needs
  • Image Effects

    Photography with lots of color almost always benefits from a Screen layer effect (or Adobe blend-mode for web CSS) using the dark blue #0b1630 (RGB 11, 22, 48), and depending on the image may need a second layer or layers using Soft Light or Multiply to darken the image down, as the Screen effect can sometimes wash an image to pale. Remember to keep a good contrast ratio to stay ADA compliant and ensure the poor-of-sight can see and read your message.
  • Margins

    These Twitter images are created at 1062x722, although the ideal image size should be 16:9 at with a double margin to ensure the BIDEN logo is not cropped out, and the messaging - which follows the 3 second rule - is vertically centered. No matter what device, the message and logo will always be legible and visible.

One last thing...

Never use the three bar stlye E in any typography other than the Biden official logo. Nothing will spoil a good design quicker. The 3-bar E should only be used for the logo and nothing else.

Design Tips

from top Professionals around the world

Layout

On the web, responsive designers are well acquainted with how the orientation and screen width or height can effect the layout. In flat design, it's much easier to control the layout and ensure proper alignment and flow for easy to read, clear messaging.
  • Do

    Use the Dark Blue over bright backgrounds
  • Do Not

    Use Bright Red over Bright Blue
  • Do

    Use the White Biden logo over images or colored backgrounds
  • Do Not

    Use the White Biden logo over light or pale backgrounds
  • Do

    Use sharp, clear headings with 5 words or less
  • Do Not

    Use Headings for the entire content
  • Do

    If using the italic style, a sharp solid color shadow is okay
  • Do Not

    Never use a black or blurred, softened drop-shadow

Color Rules

One of the quickest ways viewers judge ads or designs as professional (and therefore trustworthy) or amateur, is by it's use of color. One soft black drop shadow can ruin an otherwise great design. Bright red on bright blue - or 4 differant colors can send the viewers eye bouncing all over and make retaining the messsage and/or call-to-action extemely difficult.

Color

Using a 60/30/10 rule, or 70/30, ensures color doesn't look abrasive or too loud to read. We need to also ensure we meet W3C compliance in contrast ratios for the poor-of-sight, so proper contrast and lightness ratios are important. With the Biden branding, some basic things to avoid are noted below...

Type Hierarchy

Headings are big, short and should never have more than 4-5 words. Subheadings are smaller, use the Brother 1816 Medium style, and are either italic or normal. Subheadings should be one or the other - never both. Body copy (text) should always use a standard Normal or 500 font-weight.

Use All-Caps sparingly

The ALL-CAPS, Black (900 weight) Brother 1816 font is fantastic. The only caveat is that volunteers and student or new designers may overuse the ALL-CAPS heading, making it difficult to read and stick the messaging. If you can help it, try to keep a nice hierarchy so that major headings (usually one or two words) use this for impact. It can also be really useful and look clean and well-designed to use am all-caps subheading with significant letter-spacing (leading) for smaller H4 or H5 subheadings.

Basics

Layout and Color

Matching the mood

It's easy to see in the examples in the slideshow which images match the message, image, mood and target the best. What's not immediately obvious is that each of these shows the same exact product

Great Design

Watch for some common mistakes in spacing, alignment and content-aware design that make all the difference in the world. Connecting on an emotional level with your audience through a still image or design can be hindered by simple things that are easy to prevent.

Matching the Imagery

There's something to be said for curating and choosing photography that works well with the Biden official branding to begin with, but, both the image and the message should pay attention to eachother. If we're talking about Georgia, we should be using photography of Georgia. And likewise, the messaging should pay attention to both the flow and the colors of the image.
Chris 🦅
@trudygonzales @MeidasTouch @dee15gon4 @IAmPoliticsGirl They’ve gotten to be so many OGs I’ve sorta stopped the individual OG credits but yes @tweetMalena @trudygonzales @Analisa_Swan Henry 🙏 and the wtp/warriors were instrumental @IJReilly4 I GOT A CALIFORNIA STIMULAS TODAY. Thank You GOVERNOR @GavinNewsom@Everyday_Joes 🦅🇺🇸
Chris 🦅
Thank you President @GWBLibrary for your words of Unity & Inclusion, standing against division and hate. Thanks you to The American President Joe Biden @POTUS President Obama, @POTUS44 President Clinton, @BillClinton @MichelleObama @HillaryClinton @FLOTUS #911NeverForget
Chris 🦅
A mentor and father-figure of mine has passed away. He died with double decades sober. He was devoutly Catholic, but lived a very simple and grateful life. And he never told a soul his politics. Thank you, Doc. God bless you brother 🙏 🇺🇸 #VietnamVet #soberlife #FriendsofBill
Chris 🦅
@BetteMidler Paramount+ is the worst App ever. Can I just watch @StephenAtHome without having to tap 40 times to get past the slideshow that won’t respond?! VOTE NO. SIGN IT. DONE ✅ #KeepCaliforniaBlue everydayamericanjoe.com 🦅🇺🇸
Chris 🦅
@steelerschic217 Yes please 🙏 🤟
Chris 🦅
RT @thehill: JUST IN: DOJ says it will "protect" women seeking abortions in Texas hill.cm/zCli8Q1
Chris 🦅
@JoeBiden An Economy from the bottom UP. Made in America. Building American. Buying American. Millions of Jobs. Real Wages. That’s the Biden Economic Plan. It’s about God Damn time. This is an AMERICAN plan FTP everydayamericanjoe.com 🦅🇺🇸
Chris 🦅
@RogueCitizenOne Funny how almost all the in-person counties listed their are the red counties 😒 #KeepCaliforniaBlue #VoteNoOnTheRecall VOTE NO. everydayamericanjoe.com/stop-the-gop-r… 🦅🇺🇸
Chris 🦅
RT @C_Bass419: LETS GOOOOOOOOOO
Chris 🦅
@DebHoutman7 I’m Christian (follower of Christ) and I believe most people that call themselves Christians are #CHRINOs - Yeshua would be the first to protect each woman and call them on the logs in their own eyes. Contempt and hatred for His children is Contempt and hatred for Christ himself.
Chris 🦅
He’s not alone. I have active duty family and friends, and veterans that serve/d there. I’ve been told by so many that there was never going to be democracy. #POTUS just had the cajones to do it. There are no suckers & losers with The President. They’re sacred. #BidenDelivers 🦅 twitter.com/rena_korb/stat…
Chris 🦅
Mohsin says that President Biden made the right decision. We should give more weight to the words of Afghanistan & Pakistan’s people than our own. #IStandWithBiden and the people of #Afghanistan & #Pakistan speaking truth about their government. #wtpBLUE #DemVoice1 #KabulAiport
Chris 🦅
Everyday American Joe has always been about regular, everyday people having a voice. Not the press, politicians, or popular powerful or rich people. Everyday people have something to say—and should be heard. Please take a moment to listen to Mohsin, an everyday Pakistan citizen.
Chris 🦅
@honeymahogany @dee15gon4 @GavinNewsom @CAgovernor @ewarren @SenWarren @latimes @sfchronicle @MeidasTouch @mmpadellan @BrunoAmato_1 @IAmPoliticsGirl @SarahKSilverman @Marston4ca42 👏 for @honeymahogany for your hard work. I was an honor to have a walkthrough of LGBTQIA rights from Stuart Gaffney & John (First Ten) during the campaign. Gavin officiated one of their weddings. It’s personal for a lot of ppl—and all of us in the Bay owe them our best effort.
Chris 🦅
@dee15gon4 @GavinNewsom @CAgovernor @ewarren @SenWarren @latimes @sfchronicle @MeidasTouch @mmpadellan @BrunoAmato_1 @IAmPoliticsGirl @SarahKSilverman @Marston4ca42 California Dems - You’re making a difference. We’ve climbed steadily. Keep going. We need every registered Dem and Indie to Vote No. Follow the links in the video above or check the polls below. #KeepCaliforniaBlue #VoteNoOnRecall #wtpBLUE #DemVoice1 538: projects.fivethirtyeight.com/california-rec…
Chris 🦅
I wonder how the Press would cover President Abraham Lincoln’s America with the South/Confederacy plotting to seize D.C. and attacking Americans everywhere in the first months of Lincoln’s first term? 🦅🇺🇸 #BidensAmerica #America #BidenVoters #wtpBLUE bit.ly/3DnOgPM
Chris 🦅
@IAmPoliticsGirl @robreiner I love that #KeepCaliforniaBlue took off. For all of us here in NorCal, Keep Tahoe Blue has been a decades-long-lasting bumper sticker we all know well. Keep safe—there’s a lot of smoke it the air today. Love to our firefighters. Let’s win this! #VoteNoOnRecall #NoRecall
Chris 🦅
For both Presidents, this is personal. #IStandWithBiden - the only @POTUS to have a child deployed to our Middle East wars. He may not take drama & criticism personal, but our troops and military and as personal as it gets for him. 🙏 for our heroes. #WeWillHuntYouDown 🦅🇺🇸 twitter.com/BarackObama/st…
Chris 🦅
@BarackObama Thank you @POTUS44 @MichelleObama and #PresidentBiden @POTUS 🦅🇺🇸 We know how personal this is for President Biden, being a Military Family and Father. We know how personal this is for you, having wanted to end this war so long ago. To our heroes—We honor and thank you.
Chris 🦅
RT @AvA4Bleue: @POTUS President Biden I support you. 🙏🏼
Chris 🦅
@Sbh08Mae @finbarvano @SenatorWarnock We have some fantastic Sen Rev Raphael Warnock campaign designs at everydayamericanjoe.com 🦅🇺🇸 #KeepGeorgiaBlue #GeorgiaOnMyMind #2022Midterms #wtpBLUE #DemVoice1
Chris 🦅
@joncoopertweets Hands down. If it was Trump he’d be saying “nobody could’ve ever thought it could happen”. #RespectBiden - Standing tall, telling you he’ll take the criticism, and working hard. Who’s the only @POTUS in this 20yr #Afghanistan War to have had a child serve? #IStandWithBiden 🦅🇺🇸
Chris 🦅
@varindersingh24 Yes. And I’ll be getting that booster shot as soon as it’s available. The good news is research on the children’s vaccine should be ready ~September, and I’ll be able to stop worrying about my youngest, 10, soon. There have been 3 kids “the case” at his school in the last month.
Chris 🦅
@POTUS A President willing to take all this for making the tough calls—and focus on the job rather than his image when ish goes sideways—is a Commander-in-Chief that puts the job before their ego; before their vanity; before themselves. Let him work. #GetThemOut #IStandWithBiden 🦅🇺🇸
Chris 🦅
We’ve got a candidate tied with f’ing Marco Rubio. Marco. Freaking. Rubio. Kick his khakis all the way out of office. #FlipFloridaBlue #VoteThemAllOut2022 #VoteHimOut #VoteBlue #VoteBlueToSaveAmerica #ValDemings @valdemings #VoteValDemings #UnitedFrontFL #NeverTire #wtpBLUE twitter.com/D_jeneration/s…
Chris 🦅
@Integritron @trudygonzales @dee15gon4 @IAmPoliticsGirl @RogueCitizenOne @HaroldsBro @tweetMalena @moved2italy @WilliamRich2012 @C82477 @jbrame61 @RevSteelToe @TeamGadi @Artemis888Infin @Analisa_Swan @GavinNewsom I don’t know how to respond to such a lack of understanding without being blunt. Democratic Party economics are from the bottom up. Working class. Blue collar. Everyday Middle. Republican economics are top-down, for the rich. Those aren’t opinions, they are the actual definition.
Chris 🦅
@AmberLovin75 @ftrcma99 @VanJones68 @GavinNewsom Pets IGS, the only candidates that can win are GOP. We became aware of the misleading scheme the same time as everyone else, the ACLU, CADEMS, WAR, etc. If the majority vote to recall, Elder will be Governor. There was no campaign for a replacement Dem. It’s win or lose.
Chris 🦅
Chris 🦅
@CaptAirKat @joannebrame @amybahr9 @realTuckFrumper That’s absolutely what they’re doing. This is an attack on Democracy and a full-scale blatant attack on California and the Democratic Party. Vote No. Don’t sit this one out. twitter.com/namelessism/st…
Chris 🦅

Dimensions & Guides

  • 1920x1080 is the resolution of iPhone 8 Plus. The iPhone 6 Plus has the same resolution, and a 16:9 display ratio. As long as there is a comfortable margin, designs at this size should fit most displays. When in doubt, create at a 16:9 ratio with a wide bleed or margin area
  • iPhone 11 Pro Max has a resolution of 2688 × 1242, at 459PPI. The below are designed at 1436 x 3113px. This is a 19.5:9 ratio - slighty skinnier. Most Widescreen TVs and Mobile devices has a 16:9 ratio and this will be the standard, whereas 19.5:9 is less common.
  • In Selecting license-free photography, we always try to avoid Postcard-like cliche images. To really resonate on an emotional level with the viewer, the photography needs to either resonate with a feeling, cause, or place that speaks to the viewer. For example, most political campaigns when tasked with creating something for Sacramento, California, would immediately design something with the Capital building. However, that building doesn't have much to do with daily life for Americans in Sacramento. The trian, however, is something everyone living in or visiting Sacramento from Northern California passes and instantly recognizes as "Sac Town". It also calls back to the VP's roots, unions, and the working-class Joe our base identifies with.

Story & Phone Wallpaper

Privately owned by a U.S. citizen. Note that my opinons are my own, as are those of the voters, Social Media accounts and people's messages streamed into this website. I reserve the right to use TONS of typos and make lots of mistakes. Some language may not be suitable for children. Biden branding and content used without coordination or permission. Not affiliated with or endorsed by Biden For President, The Biden-Harris Administration, The White House, any governement branch or official, or JoeBiden.com