MoveOn.org invented digital activism 20 years ago—creating the first platform of its kind where progressive Americans could come together and fight for change. Over the years, as the need for political activism surged in the US, MoveOn worked tirelessly alongside “the people,” fighting for progress. As a result, maintaining and promoting the brand took a backseat to more pressing matters, and MoveOn continued the good fight as an unsung hero.
Now, with Trump in office, the “Resistance” movement sweeping the nation, and the 2018 midterms on the horizon, MoveOn sought to reposition and reinvigorate its brand and digital platforms to make them as powerful as the organization itself. Through this brand work, MoveOn set out to provide a more engaging platform to mobilize its 7 million members, offer a seamless digital experience, and empower the next generation of activists to start movements and influence political outcomes in the US.
MoveOn’s refreshed brand highlights its role as the most effective catalyst for People-Powered Progress in America, channeling anger into action and fear into hope. The brand celebrates millions collectively fighting for a just society where everyone can thrive. Rooted in this idea of mobilization, the visual identity represents many voices coming together to unite for progress. The logo is made up of three overlapping blocks that represent individuals coming together to make change, or standing together at a demonstration, and draws the eye upward in the direction of positive change.
The supporting visual system features silhouetted illustrations of actual MoveOn members. Together, they form shapes that represent MoveOn’s core values: progress, peace, love and equality. These silhouettes are integral in communicating this people-powered brand, as they depict actual MoveOn members making change together.
This approach allows younger, diverse individuals to see themselves in the MoveOn brand, motivating them to engage.
Because MoveOn champions democracy, the entire brand—from strategy to design and execution—was developed democratically and co-creatively with its full staff and membership. This process resulted in a brand built for, and by, them.
The brand overtly connects to the US political system through color—a vibrant red and blue palette—to be implemented as a mobilization tool. A MoveOn message set in red indicates urgency, action or resistance, whereas a blue communication indicates support, hope, and success. Typography and photography are designed for easy plug-and-play to accommodate MoveOn’s need to respond rapidly, and to ensure uniformity without sacrificing impact. Photos are set in black and white to strike a historic, epic tone.
As a primarily digital organization, the brand is designed and optimized for web and mobile platforms, including motion and video, animated end tags, merchandise, and digital signage.
This dynamic, digital-first brand makes MoveOn relevant and ready to disrupt today’s complex political climate. It amplifies a timely and timeless message of People-Powered Progress, and arms members with visual tools to assist in taking action. This brand is powerful, bold, uplifting, and stands for something in an age of political polarization and confusion.
MoveOn's brand and digital platforms were stuck in the past. Now, MoveOn has entered the 21st century with a website, font and logo that scale across platforms, and are technically on par with the best digital platforms in the world.
While the brand only recently publicly launched, leadership can already see the impact of the work. MoveOn's CTO says, "Our new brand updates our website, social media, and offline presences to reflect the full power and breadth of MoveOn's work, bringing People-Powered Progress to the 2018 US midterm elections and strengthening the progressive movement."