Ted Cruz is an interesting candidate, according to a couple articles his personality type is ENTP which means his personality type is Extraverted iNtuitive Thinking Perceiving. This type of personality type gains energy through interaction, they also tend to focus on the bigger picture and leave the minor details behind while valuing criteria over their own preference. This personality type also likes to not rush through big decisions , they prefer to keep their options open. Ted Cruz is much like this in fact , he is very outspoken and he is very firm on his points of view. For example, since 2012 when Ted was running to be US Senate he was against obamacare and he even ran a campaign then to try to appeal it and to this day he holds those same values. His republican rhetoric however is turning quite negative for the opposing democratic party anyway, he once mentioned the opposing party’s debate as “more socialism, more pacifism, more weakness, and less Constitution” and “a recipe to destroy a country.” I think if he continues to use this rhetoric he might not get the republican nomination. But if he did I feel as though his actions will be bold to the point. He believes in what he believes in and he will make sure he gets just that. If Ted Cruz were to redesign his logo I feel like the only thing he would need would be a little handle for the flame. The flame in his logo , even though it draws similarities to other already established logos, I think it fits him very well. See below comments. You do need to completely redesign the logo, even if you think it is already effective. How could it be better?

Based on the Ted Cruz’s rhetoric on the opposing party, the democratic party: I would say that his overall general way of convincing the crowd of what he believes is in through Pathos, by creating an emotional response throughout the audience through Cruz’s words. Ethos and logos are also used but not as much as Pathos. Ethos is used because Ted Cruz has a history with politics, he has been in the US senate before and now he is a republican presidential candidate. Logos comes through his arguments depending on what Ted Cruz says he can convince the crowd through logic. You explain what ethos (credibility) is by using a specific example: Cruz’s history as a politician. Do the same with your argument for logos and pathos. Also, can you connect his rhetoric in these areas to your description above about what Cruz stands for and how that may (or may not) be enforced visually in his logo? How to the relative organic or geometric qualities of shapes and/or fonts connect to his rhetoric? How can you improve on this in a complete redesign?

Ted Cruz appeals an older crowd so I feel like his natural , curvy logo fits what crowd he appeals in quite well. I feel like even though the abstract shape that is the flame is a little difficult to point out at first , one can tell what it is after awhile and it fits with Ted Cruz’s campaign overall. You could argue that the flame is BOTH organic (curvy, based on a natural phenomenon: fire) and geometric (the rendition is very regularized with smooth, crisp lines). Also, you could argue that though it has representational qualities, it is fairly abstract and therefore open to interpretation: It is flame but perhaps also a droplet. How can this ambiguity inform your redesign?