UK’s Conservatives Communicate Conservatively With Lucida

Britain’s Conservative Party launches a new identity, with a logotype in Lucida

Political parties perhaps understand as well as anyone else that the medium, many times, is the message. So, when a political party crafts its branding, one could rightfully expect it to go with elements that express positive qualities of the meanings of the words which in turn are its actual communication.

The UK’s Conservative Party (those currently in opposition in Parliament to Prime Minister Tony Blair and the Labour Party) has thus decided to use a clean, sans-serif font to do its logo communication work…Lucida. When paired with a graphic representation of an oak tree (the traditional Tory symbol) that seems to draw the line between energy and restraint, the communication of a robust yet traditional group seems indeed ably communicated.

But judge for yourself: follow this link to the UK Conservatives’ logo and usage guides, complete with versions for thier various regional branches (Welsh and Scots).

(via Microsoft Typography)