Despite his position as a Senator in the United States Congress and bid to the American people for the highest seat in the nation, Senator Cory Booker from New Jersey did not wear a lapel pin. Our mandate was to create a visually identifiable, 100% distinct and ownable lapel pin to symbolize the 2020 presidential candidate’s campaign and reinforce his campaign promise of American unity.

MHCG developed a flexible, heartland-inspired brand identity to convey the movement and dynamic energy surrounding Booker’s forward-thinking democratic campaign ideas to unite the American people and build a more fair and just country. The round shape is organic to represent unity, and the dynamic, flowing stripes call forward a wave of revolution across the U.S.

Our work adapts the American flag design and offers a forward-thinking alternative to the traditional flag pin now worn most prominently by members of the Republican Party. The identity was designed to be worn by presidential candidate Senator Booker, staff, current and prospective donors, and campaign supporters, as well as sold as official licensed apparel through the campaign site.

Senator Cory Booker suspended his 2020 Democratic presidential campaign on January 13, 2020.