problem.

Thomas Tuggle was running for Sheriff of DeSoto County and needed a campaign logo that stood out from traditional political branding. He specifically requested a modern lettermark that would not only serve his campaign but also evolve into a long-term personal brand, Team Tuggle, after the election. The challenge was to design something meaningful, versatile, and grounded in his identity as a U.S. Marine, while still feeling appropriate for campaign materials like signs and banners.

goals.

The goal was to create a strong, distinctive identity that could reflect Tuggle’s leadership, military background, and values, while remaining clean, legible, and visually bold across campaign touchpoints. The logo had to communicate professionalism, trust, and authority, with layered symbolism that could resonate with both military and civilian audiences.

process.

I began by meeting with Tuggle to understand his goals, values, and long-term vision for his personal brand. From there, I focused on developing a lettermark that would carry deep symbolism, particularly from his time in the Marine Corps. I explored how shapes, positioning, and color could reinforce those values while also remaining flexible for both political and personal branding use. Once the logo was finalized, I created a supporting wordmark and designed mockups for campaign materials, ensuring it would scale effectively from digital use to signage.

solution.

The final lettermark features two stylized “T” shapes forming a bold, clean symbol. The left “T” is slightly elevated to represent leadership and initiative that reflects the Marine principle that someone must always “take point” to lead the way. Also, the Marine Corps emblem is on the left breast of the jacket and upper left thigh of the trousers. The upward wave between the letters, grouped in threes with stars, symbolizes growth, progress, and several Marine Corps themes:

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• The Eagle, Globe, and Anchor emblem
   

• The values of Honor, Courage, and Commitment
   

• The "Rule of Three" structure used throughout Marine Corps leadership hierarchy. The structure means a corporal has a three-person fire team; a sergeant has a squad of three fire teams; a lieutenant and a staff sergeant have a platoon of three squads; and so on, up to generals.
   

Color also plays a symbolic role: Blue represents the executive/leader, while Red represents the team or wingmen. Together, they create a visual story of leadership, unity, and purpose. 

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outcome.

The brand identity helped define a fresh and memorable campaign for Thomas Tuggle which ultimately supported his winning election as Sheriff. The logo now lives on as part of the broader Team Tuggle brand, built to last well beyond the campaign. Creating a visual identity with such personal and symbolic depth made this a particularly meaningful and rewarding project.

services: campaign logo, signage, attire