There’s been no shortage of opinions on Hillary Clinton’s new logo: “It’s simple and distinctive.” “It’s the work of a third-grader.” “It looks like directions to the local hospital.” “It’s telegraphing her political leanings (red arrow pointing right).”

Love it or hate it, it’s a marked departure (check out her 2008 logo) and right in line with some very big shifts in political branding and design. So what’s driving all this change?

Feel like your brand is ready for an Obama-like transformation? We’d be glad to help.