Creative agency Wide Eye has redesigned the White House logo to symbolise US president Joe Biden's "desire to bring the country together" after Donald Trump.
The updated design is a slightly more detailed and architectural version of the flat logo introduced during the Trump administration.
"Following the tradition and the legacy of past White House brands, we depicted the north facade, symbolising that the White House is the People's House and accessible," Wide Eye told Dezeen.
"This is symbolic of the president's desire to bring the country together: conveying a sense of openness, warmth, inclusion, and humanity."
The new logo depicts the White House's north facade
Biden came to power on a promise of unity, after his divisive predecessor pulled out of UNESCO, withdrew from the Paris Agreement, and tried to build a border wall with Mexico. This continuation is intended to symbolise a more traditional style of leadership, while the minimal lines face a digitally forward future. Paired-back versions of the logo have been developed for digital use.
The new logo is part of a rebrand for the new president
"The new illustration is more open and fluid, dynamic and architectural than previous White House logos," explained Wide Eye.
"We also introduced a blueprint-style line drawing motif that evokes the architectural space of the White House; reminding us that America is always a work in progress being rebuilt and renewed."
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