Grassroots Toolkit | Michelle Wu for Boston

Campaign Logos

The painted element background layer of Michelle’s logo is inspired by the urgency of handmade signs at public demonstrations and marches. Our primary logo color scheme includes include a lavender and mint version in either English or Chinese. There are many other alternates including horizontal versions, supporting group logos, icons, and language variations.

Download Logo Suite

Below are a collection of alternative logos to use when the above assets are not suitable.

This reversed logo should only be used against a dark purple background.

“For mayor” may be translated as needed. Please email us for logo translation requests.

The horizontal design may be used on applications like bumper stickers.

Here is our icon shown in our favorite colorways. For social avatars, you may need to omit the textured container shape.

Supporter groups can use their own signature color outside our core palette. Please email us if you have a supporter group you’re interested in creating a logo for.

Supporter Gallery

We want to see what you make! Send your design system creations to info@michelleforboston.com and we'll post it here for #WuTrain inspiration.

Download CAD Files

Download Colorwork Chart

Download our Illustration Pack

Our Color Palette

The color system is rooted in Michelle's signature dark purple, and to that we have added a suite of vibrant complementary tones that allow for a full range of expression. Below are some of our favorite pairings.

Dark Purple
Mint
Dark Purple
Lavender
Dark Purple
Coral
Medium Purple
White
Dark Purple
White
Emerald
White
Emerald
Mint

Key pairings pass accessibility guidelines.

Typography

Fellix is an optimistic geometric voice for the campaign, referencing the proportions of printed handwriting. It was designed by Displaay Type in 2017 and inspired by Futura. Purchasing a license is required to use this typeface.

We use the bold and regular weights of Fellix, most often in sentence case. Our fallback is Poppins if a free typeface is needed to substitute.

Example poster application. Simple color fields and left-aligned all caps headline treatments keep the layouts focused on supporter portraits.

Example supporter sign application. Layering painted typographic elements in analogous colors adds depth to applications like signage.

Example instagram slides. In these example Instagram slides, sentence case is used, and the type sizes are limited to two levels. Textured and collage elements add visual interest.

Photography

We love including your stories in our campaign toolkit! Portraits are shot in natural light with rich color and minimal effects. The images feel particular to Boston, and we show hints of neighborhoods and landmarks in the background to celebrate the diversity of our beloved city.

There are two different ways you can treat headshot photography to support the campaign. First, place Michelle’s silhouette in front of a painted Wu! backdrop, and second, use a sketchy outline to separate her silhouette from the background. By using these treatments, we create a recognizable look for the campaign.

Please email us if you're interested in using Michelle's headshots.

Imagery

We've created an image library inspired by the messages and graphics of handmade signs. Use these to make stickers, pins, or your own collages — we can't wait to see what you make!

Download Imagery Kit