Independent candidates are making their independence their biggest brand asset

The Democratic and Republican parties both have brand problems, so independent candidates across the country are using campaign logos specifically designed to let voters know they stand with neither of them. The new, must-have brand asset for independent candidates today is the word itself: independent. In Nebraska, the word independent has been part of U.S. Senate candidate Dan Osborn’s campaign logo since his first run for office two years ago. After losing by less than 7 points, he’s trying again, now with a slightly updated logo to emphasize that independence is no passing fad for him. Osborn is a U.S. Navy veteran, industrial mechanic, and labor union leader who led a strike against Kellogg’s in 2021. He ran against incumbent Republican Senator Deb Fischer in 2024 with a red-and-white logo that spelled out his last name in all capital letters and a mixed-serif font. The tagline below read “Independent for Senate.” [Image: Osborn for Senate] Osborn’s 2024 run was unsuccessful—but it was the best performance for an independent in a U.S. Senate race in state history. Trying again in November, this time against incumbent Republican Senator Pete Ricketts, Osborn’s campaign kept th…