BRANDS DESIGN LEAD & ART DIRECTION
Kou Lee for US Senate
Brand & Identity
Kou Lee's story is poetry—courageous, melancholy, bittersweet, but most of all human. A piece often unspoken by many immigrant Americans. Kou Lee represents Wisconsin state and its strong passion for healing in communities.
Humble, approachable, and friendly yet bold, dynamic, and a force to be reckoned with — important qualities of a trustworthy and strong leader who calls for change.
LOGO OPTION 1 This logo combines Hmong and Wisconsin cultural motifs. The Hmong symbol for mountain pays homage to both Lee’s background as well as his roots in Wisconsin, famed for its beautiful and varied natural landscape. The interlocking branches of the ‘K’ speak to Lee’s desire for healing and unity, while the gentle arch of the main letterforms echo the arching banners on the Wisconsin state flag.
THE PRIMARY FONT Work Sans is utilized for body copy. The header font is Montserrat. Both fonts have properties that capture the tone and mood of Kou Lee’s campaign. Montserrat is humble, approachable, and friendly yet bold, dynamic. The more subtle Work Sans font grounds Montserrat and renders legibly for both print and web.
COLOR OPTION 1 Each color is inspired by Hmong traditional clothing and the lush valleys of Wisconsin. We wanted to celebrate and honor Kou Lee's ancestors and history as he promotes strength and peace in Wisconsin.
ICONS According to the Hmong Cultural Center of St. Paul, Minnesota, patterns on the traditional Hmong clothing represent "house", "rice seeds", and "mountain". These symbols convey Kou Lee's passion for healing within Wisconsin communities. The shapes in the Hmong icon, "house" are reminiscent of Kou Lee's first mesmerizing encounter with snow in Michigan.
LOGO OPTION 2 The logo includes an outline of Wisconsin with a modest Serif. The typeface draws inspiration from the hand-lettered signage of local farms and shops in Wisconsin. The ‘K’ can be used as a design element throughout the brand.
COLOR PALETTE OPTION 2 This palette focuses on the natural landscape of Wisconsin — water, mountains, and trees — while incorporating a more progressive take on the traditional blue.
LOGO OPTION 3 This design was inspired by Kou’s restaurant, Koreana, and the dynamic angle of the banner is an homage to the momentum seen in comics featuring Kou’s favorite superhero, Superman.
RESEARCH PHOTOS