The Design Strategy Behind Omaha’s Blue Dot Yard Sign Craze

Every striking brand logo tells a story, conveys a message and embodies emotion – ideally passion.

Enter Omaha’s ubiquitous blue dot. It’s everywhere in the city. On yard signs, scarves, hats, visors, T-shirts, bumper stickers, coffee mugs and jewelry.

For Democrats, the blue dot represents Omaha, which has given rise to a somewhat swing district in Congress as Nebraska divides its five electoral votes. Two electoral votes go to the winner of the popular vote, and each is awarded to Nebraska’s three congressional districts.

Omaha’s second congressional district changed from Republican to Democratic when Barack Obama became president in 2008 (“Obamaha” became a favorite Dem nickname for the city). During the 2020 presidential elections, it also turned to the Democrats.

That potential blue dot in an ocean of Nebraska red could be decisive if the election results for the presidential candidates end in a 269-269 tie. It’s not a far-fetched comparison, especially considering this year’s “slimest elections.” explains RealClear Politics.

The brains behind those blue dot yard signs

“There’s a real sense this year that our votes count,” Omaha resident Jason Brown said in an interview. Although Brown didn’t invent the concept of the blue dot (it’s been around for years), he materialized it by creating homemade yard signs: a large blue dot against a white background. Brown now outsources the signs to a local printer; There are approximately 13,000 distributed. The plates are free with a suggested donation of $10.

“I call it a stroke of luck, not a stroke of genius,” Brown said, adding that he created the prototype sign on Aug. 19, the first day of the Democratic National Convention. “I’m a crafter, I like to do house projects. I went to my garage, took an old yard sign, spray painted a field of blue on it, then turned a flower pot over and spray painted white around it.

The first garden sign with blue dots was born.

Within an hour, Brown’s neighbor asked for a sign. Another neighbor started automating the process with an air spray gun in his garage. “After that we couldn’t keep up, the demand just didn’t stop,” says Brown. “That is still not the case.”

Brown’s wife, Ruth Huebner-Brown, became the campaign’s project manager and even organized a “Blue Dot Doggie Day” to rally supporters. The couple formed the basic group Blue dot Nebraskathat distributes signs and organizes meetings and events.

The best logos don’t say much

The elegant, simple design of the blue dot, without words, is just genius. Like the Nike Swoosh logo, it says it all without you having to say anything.

“For a minute Ruth and I debated: should we add a word to the design? Maybe ‘Harris’ or ‘Stem’? But we decided it was still iconic and cool. It stands out, especially in combination with all the other signs with names.”

The couple’s Blue Dot campaign has become something of a feel-good movement in an election known for its rougher edges. “My wife calls it the ‘lucky blue dot,’” says Brown. “It’s been a great voter engagement tool. The blue dot creates wonderful conversations.”

Some residents hang homemade blue polka dot signs in windows or turn off porch lights with blue bulbs, “and we’ve seen manicured fingernails with blue polka dots,” Brown says.

Given the demands of their viral campaign (they spoke at a campaign rally for Governor Tim Walz on October 19), the Browns canceled a three-week cruise they had planned for September. “It turned our lives upside down,” Brown said. “But it was a nice turnaround.”

The blue dot signs have helped some residents take a political risk. “We’ve had so many people come to us saying they’ve never put a political sign in their yard, but they’d like to put it up,” Brown says, adding that the sign’s coded message can feel more secure.

Republicans respond with red state signs

In response to the blue dot wave, Republicans began putting out red dot yard signs, one of which sported a head of blonde Trumpian hair. The figure, stylized as Pac-Man, is depicted about to devour a blue dot. A simple sign with a red state map of Nebraska caught on, but its creator, Red state Nebraskano longer distributes them. About 3,000 were distributed.

“When we saw the blue dots appearing around the city, we wanted to make sure our voters had a voice,” says former Nebraska senator. Theresa Thibodeau in an interview. In July, she co-founded Red State Nebraska, a voter action organization, with Dan Welch and Chris Routhe.

“We also wanted to show that there is no such thing as a blue dot,” Thibodeau added. “We are a red state. Nebraska’s executive level is made up of Republicans, and even in the 2^i.e congressional district (Omaha), the sheriff and the mayor are Republicans. And we have a Republican Congress. But it was also exciting because signals on both sides helped people get involved in the process this year.”

Brown added, given that his city’s congressional district has historically fluctuated between Republican and Democratic victories:

“Maybe the reality is that Omaha is a purple dot.”