PC hide-and-seek

Last week I posted about the Ontario Progressive Conservative Party’s damaged brand. This past weekend the party unveiled its election platform along with its campaign slogan and logo—on which the PC logo has been reduced to small print, like a footnote.

Though the logo isn’t available on the Web yet, it simply says “John TORY. Leadership Matters. For a Better Ontario.” You can also find the tiny letters “PC” tucked away in a bottom corner somewhere, but finding it feels a bit like finding Waldo. A party strategist told me their polling showed their leader was far more popular than their party, so this was the branding that made sense. I guess it helps when the leader’s name is already a synonym for conservatism anyway.