However, for 14 years, the UK Conservative Party’s logo has been linked to economic, social, and political disasters.
As a result, some Conservative candidates in the current general elections are distancing themselves from the Tory brand by omitting the party logo from campaign materials.
So, is this completely unheard of?
In the United States, scandals, controversial policies, and public dissatisfaction have often led candidates from both the Democratic and Republican parties to downplay party affiliations during campaigns.
For instance, Democrat Joe Manchin and Republican Susan Collins often position themselves as centrist politicians to appeal to a broader electorate.
This approach mainly targets independents and moderates who may feel disenchanted with traditional party politics.
By distancing themselves from their party’s national image, candidates focus on local issues and personal branding, presenting themselves as more attuned to their constituents’ concerns.
Generally, party branding in the US is personal. Leaders often promote their slogans and brands over their party’s branding.
Take Donald Trump’s “Make America Great Again” campaign. It became a central theme of his political identity, overshadowing the Republican Party’s traditional messaging.
Commercial Examples
Facebook (now Meta) faced significant challenges due to privacy breaches and ethical concerns associated with its brand logo and reputation. This prompted the company to rebrand to Meta to shift public perception and align with its new focus on the metaverse. However, despite the rebranding efforts, underlying issues related to privacy and ethics persisted, leading to continued scepticism among users and regulators.
Deep Trouble
BP’s logo suffered severe reputational damage after the Deepwater Horizon oil spill in 2010. The disaster made the logo a symbol of ecological harm and corporate negligence. BP has since invested heavily in rebranding and sustainability initiatives to restore its image.
From Dud to Darling: The Škoda Transformation
Škoda, once notorious for poor quality and reliability, successfully transformed its brand through strategic product quality and marketing. Following Volkswagen’s acquisition of Škoda in 1991, the company drew on VW’s engineering expertise to establish a reputation for producing reliable and affordable vehicles.
However, the story didn’t end there. In 2015, Volkswagen, long a symbol of German engineering excellence, faced an emissions scandal. The company was exposed for deceiving emissions tests, resulting in a substantial loss of consumer trust and severe legal repercussions.
Volkswagen has since prioritised transparency and committed to electric vehicles to restore its reputation.
Historical Emblems: The Case of the Swastika
The swastika is a good example of how an emblem’s meaning can change significantly. Initially, it symbolised good fortune, well-being, and prosperity in cultures like Hinduism, Buddhism, and Jainism, representing auspiciousness and harmony.
In the early 20th century, the Nazi Party in Germany adopted the swastika, drastically altering its meaning. The swastika became synonymous with hate, racism, and genocide. So, The swastika, once a global symbol of positivity, became universally recognised as a symbol of evil.
McDonald’s Logo Backlash
McDonald’s Golden Arches are recognised worldwide. However, the brand has faced significant criticism for health, labour practices, and environmental issues. Scandals have included being linked to the obesity epidemic.
In response, McDonald’s introduced healthier menu options, sourced sustainable ingredients, reduced antibiotic use in its chicken supply, and enhanced corporate social responsibility programmes. Yet despite this, the current cost of living crisis has again spotlighted the chain.
Sports Brand Logos Under Fire
Sports brands like Nike, Adidas, Puma, Reebok, Under Armour, and New Balance are globally recognised for their iconic logos. However, these companies have faced criticism over labour practices and environmental impacts.
Nike’s “swoosh” logo has been associated with past allegations of poor labour conditions. The company has made efforts to improve factory conditions and increase transparency.
Adidas faced criticisms regarding labour practices. In response, Adidas implemented more sustainable practices and made efforts to improve labour conditions.
With its leaping puma logo, Puma was reportedly linked to labour rights issues. The brand has enhanced factory conditions and increased transparency.
Under Adidas, Reebok faced criticism for its labour practices and environmental impact. The company purportedly improved labour standards and adopted more sustainable practices.
Under Armour was scrutinised for its association with factory conditions and environmental practices. The brand is reportedly improving transparency and sustainability in its supply chain.
New Balance, represented by the “N” logo, faced criticism over labour rights. The company is reportedly working to ensure fair wages and better worker protections.
Hiding the Tory Logo: The Conservatives’ New Election Strategy
The Conservative Party’s rebranding strategy in the UK aims to address negative perceptions and improve electoral success.
The rebranding involves several key elements:
Distancing
Many Conservative candidates remove the party branding from their campaign materials. This aims to sidestep the negative associations tied to the national party’s image and focus more on local issues and personal branding.
Local Issues:
Candidates emphasise their local connections and specific constituency concerns. This aims to present the party as more in touch with the electorate’s needs, distancing themselves from broader, potentially unpopular national policies.
Personal Branding:
Candidates highlight individual achievements and character over party affiliation. This helps build a more direct and personal connection with voters, reducing the impact of any negative perceptions of the party.
Communication Strategy:
The communication strategy leverages social media and other platforms to engage with voters directly. The aim is to present a more modern, relatable image of the candidates and the party.
Political parties worldwide rebrand to stay relevant and align with public sentiment. For example, the Labour Party in the UK rebranded under Tony Blair with “New Labour.” This aimed to modernise the party’s image and policies to appeal to a broader electorate. The rebranding involved a shift towards centrist policies, a modernised logo, and a stronger emphasis on market-friendly economic policies. This strategy successfully broadened its appeal beyond its traditional working-class base.
Similarly, Nigel Farage’s Reform Party is rebranding to distinguish itself from the far-right elements often associated with populist movements in the UK.
Farage aims to present the Reform Party as a credible alternative to mainstream parties. He focuses on Brexit, economic reform, and immigration without the extreme nationalist rhetoric that can alienate moderate voters.