Washington (CNN)When Beto O'Rourke met with his designer to talk about what he wanted in a Senate campaign logo, he said he didn't want anything ordinary. No red, white, and blue, and no flames or eagles.
Why midterm candidates are ditching red, white, and blue campaign logos
"I want it to be straightforward, bold, I want people to know who I am know what I stand for," designer Tony Casas recalled the Texas Democrat telling him.
They looked at retro examples, which O'Rourke liked, including from Robert Kennedy's campaign. Casas, who worked as a freelance designer doing posters and other work for punk rock bands before working for O'Rourke, came up with a few options, in red, blue, green, and brown. But it was his black and white design, one he wasn't planning on pitching, that O'Rourke liked most.
"Right away he said yes, this is what I want," Casas told Cover/Line.
Today, the logo is everywhere. Casas was surprised to see how many products were available on Amazon playing off the logo or color scheme, both for or against O'Rourke.
"There are so many eyes on your work," he said. "I'll be driving down the street and you can spot his signs right away because they're not like everybody else's."
The standard colors of politics in America are, of course, red, white, and blue. But to set themselves apart this year, some candidates have chosen other colors to represent their campaigns.
There's purple and gold in Arizona for Senate candidate Kyrsten Sinema, and pink and turquoise in Washington for Rep. Pramila Jayapal. Candidates bucking the usual color scheme tend to be Democrats, like Sinema and Jayapal, but not all. Republican Sen. Dean Heller in Nevada went with blue and green.
"There's a lot of tradition and a pretty well-established codification in politics," said designer Scott Starrett, whose firm Tandem did Alexandria Ocasio-Cortez' campaign design. But, "when you start to talk about outsiders or insurgency candidates ... you start looking at how do we communicate that this person is not your run-of-the-mill career politician."