It was cheap and garish and not very imaginative, so generic that it might well have been churned out by some your-design-here online vendor. And it was—no matter which side of the aisle you’re on; no matter if you get amped or feel hollow when you see it—genius. Perched atop the heads of millions of voters, a red baseball cap emblazoned with one vague yet unforgettable message became the most politically potent image of 2016. “MAKE AMERICA GREAT AGAIN,” it commanded in all-caps.
Designers talk about how to create an effective political brand in 2018.