The logos are evolutions of the Trump and Biden campaign brands, and they represent a new stage of the campaign. But it’s not just the logos. The campaigns’ messaging as a whole is painting a fuller picture of how the presidential race has shifted.

We explored the broader branding universe—rallies, television, digital ads, and merch shops—of both candidates to see what the visual rhetoric of the campaigns says about the Harris versus Trump race going forward.

RALLIES

At rallies, signage handed out to supporters shows the slogans the campaigns hope to push. At Harris’s rallies, signs feature a slogan about beating Trump, “When we fight, we win,” and others read simply “Kamala,” putting the vice president on a first-name basis with voters, many of whom are still getting to know her.

At Trump’s rallies, his signs show slogans that play to his priorities in a potential second term, like “Back the Blue” or “Never Surrender,” which appears on signs with an image of Trump’s mugshot. Four years ago, Trump-Pence campaign signs used darker colors like navy blue and deep red. This year, with the exception of his black “Never Surrender” signs, his signs are using a brighter blue and red.

TV ADS

Both campaigns are out with their first new persuasive television ads of the general election. The Harris campaign’s 60-second spot, “Fearless”, is a biographical ad that opens with childhood photos of the candidate and gives background information about her career before attacking Trump for wanting to take the U.S. backwards, give tax breaks to billionaires and corporations, and end the Affordable Care Act. It follows the campaign’s launch video “Freedom,” which uses the Beyoncé song of the same name and flips the concept of “freedom” from an issue that Republicans run on to a call for freedom related to abortion policy and gun violence.

The Trump campaign’s first ad aimed at Harris is titled “I Don’t Understand” and criticizes her for her handling of the U.S.-Mexico border and calls her failed, weak, and “dangerously liberal,” which is part of a line of attack that Harris is far left.

DIGITAL ADS

A review of the campaigns’ digital ads on Meta’s platforms shows two different priorities. Whereas Harris is running primarily fundraising ads, many of which are videos of her speaking straight to camera asking for donations and explaining why her campaign needs them now, Trump’s are more focused on his events, with recent active ads promoting his and Vance’s upcoming rallies rather thank asking for money.

Trump’s campaign is also running ads still attacking Biden. Some say “Unlike Biden, I will never give up! I will never quit! I will never surrender!” and another showing Trump with a bandage on his ear after the assassination attempt against him reads, “Bye Bye Biden.”

ONLINE SHOPS

The campaign’s online shops are at different places. Trump’s shop is long-standing and well stocked with various editions and colorways of his “Make America Great Again” hat and items like a $43 Don’t Tread on MAGA flag. It’s tried and true with no new opposition merch hitting Harris. In fact, Trump’s shop still sells anti-Biden items, like a $13 magnetic bumper sticker that says, “Joe Biden Owes Me Gas Money.”

The Harris campaign shop is still getting up and running. It so far includes standard items like yard signs, tote bags, and bumper stickers with her “Harris for President” logo, and apparel with images of a young Harris. Many of the items are currently available for preorder and won’t be shipped until after Harris chooses a new running mate and gets a new logo. They’re not even available yet and they’re still already collector’s items since they’ll lose their relevancy as soon as a running mate is announced.

Trump has now run for president in three consecutive elections. He has a well-established brand that his campaign is adapting to a new race with a new running mate and new opponent and it’s clear through things like his Biden-focused digital ads and campaign shop that he’s still in the middle of adapting to a new context.

Meanwhile Harris is building on a brand preestablished by the Biden campaign, trying to make it her own and build on the momentum from her launch. So far, it seems to be working. A once moribund Democratic ticket has been revived and Harris has put the race back into contention.