I love to comment on signs and logos by candidate, and since the SLC mayoral one was so well received (and the Obama one was well received) I am going to do as many presidential candidates as possible...in no particular order
Romney: GRADE F
I'm sorry but what the heck is that supposed to be, an eagle? It has a brain washed patriot feel to it that I can't stand it. The man isn't about liberty since he wants to regulate your personal life but let corporations do as they please.
Giuliani: GRADE B+
This one keeps it simple stupid. Rather than scaring people with his hard to spell and pronounce name, you keep the "All-American" part of the name. Moreover, it reminds people of that movie about the kid that wanted to play for Notre Dame. It lends itself to chants of RUDY! at the convention.
H. Clinton: GRADE B-
The difference between using "Hillary" and "Rudy" is this: Sen. Clinton's logo is as cautious as her campaign. Everyone knows her by first name, and using Clinton would be confusing to some. Remember, assume those who star in "Jay walking" vote. So she really doesn't gain anything by going first name. Moreover, it hints at the vibe that Sen. Clinton is a being phony about how personal voters can get with her. Plus, I am just tired of this modified version of a flag in her banner.
Edwards: GRADE B
The use of green is welcome change from the over use of red, white and blue. I don't think German candidates use gold, red and black in their logos, so why do American candidates have to do so? But the moving star reminds me of A) Gore's 2000 logo and B) after school cartoons. The whole thing seems to lack seriousness to me.
Richardson: GRADE B-
Another boring flag waving logo. If you are trying to get out of the pack of "who else is running for president" candidates, you need to do lots to distinguish yourself, starting with your logo. His campaign is rumoring that he will raise more than Edwards and is in third place (13%) in Iowa head of Obama. If both hold up (Obama is running some ads in Iowa now), Richardson will create a second tier with him and Edwards on it, with Hillary and Obama in the first tier.
McCain: GRADE B+/A-
The use of black, white, and yellow is striking. I think the way Ralph Becker is doing is a better way to do it.
The image pops more in yellow than black. But then again, black used this way reminds me of night and death, which is exactly accurate for McCain's candidacy at the moment. He could really make a splash by bowing out and endorsing his lazy friend Fred Thompson.
Obama: GRADE A-/A
As I have said before, I really like this logo because it is an iconic summary of his campaign message: optimism and change. "A new day is beginning," it seems to say. This helps me overlook the annoying use of flags and flag colors. Plus, it is an "O" --a unique shape for most logos and immediately reminds the viewer of the first letter of the candidate's last name, something very useful in finding them on the ballot. This makes Hillary and Rudy seem not so helpful, especially if he is listed as "Rudolph" in some states. You can double the size of one "O" and then stack two more on top of another for a quick and dirty "'08" sign, useful to mix it up at a convention.