An original logo and logotype was developed for the campaign. Early in the process the Tinos web font was identified and picked, allowing the same face to be used in print and online. Before the decision to develop an icon was made, the logotype was rendered in all caps, with the England Hand web font used on the script "for". Later it was decided to develop an icon version, and to avoid dominant partisan colors. It still needed energy and pop; and a stylized waving flag provided both.

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