The Colors of Zohran Mamdani in New York

Zohran Mamdani has just been elected Mayor of New York.

He becomes the city’s youngest socialist and Muslim mayor — the first of his kind in the United States. Born in Uganda to an Indian family, Zohran Mamdani is a member of the Democratic Socialists of America (DSA), the movement close to Bernie Sanders and Alexandria Ocasio-Cortez. When he entered the race for New York City mayor in October 2024, he was a complete unknown at 33 years old.

Mamdani’s victory is largely due to the clarity of his program — fighting the high cost of living — and the creativity of his communication. The homepage of his campaign website contained a single sentence: “Zohran Mamdani is running for mayor to reduce the cost of living for New Yorkers from the working class.”
No ideological jargon, just concrete measures: rent control in one of the most expensive housing markets in the U.S., free buses and childcare, and affordable municipal grocery stores for low-income residents.

In early 2025, polls gave him only 1% of voting intentions. Yet, within a year, he became a viral phenomenon. His campaign, both popular and effective, was amplified by social media, where he amassed 5.6 million followers on Instagram and TikTok — 25 times more than his main rival, former Democratic candidate Andrew Cuomo. Targeting a younger electorate, Mamdani posts daily and adapts his tone and visuals to the playful language of each platform.

The clarity of his message was supported by a striking visual identity that reflected his approachable, people-centered image.
His campaign logo broke from political design conventions — resembling a local grocery store sign rather than a party emblem. Only his first name, Zohran, appears, handwritten like that of a friend or neighbor.

The brand identity was developed by Forge Design, a studio based in Philadelphia, led by Aneesh Bhoopathy, who hand-lettered the name to evoke painted storefront signs. Campaign posters were created by Tyler Evans, a Washington D.C. designer and former art director for Bernie Sanders. “I’m passionate about all things creative and political — about how these worlds can intersect to create real, progressive change for the working class,” Evans explains.

Amdani’s style is resolutely optimistic — warm, energetic, and approachable. The design aimed to capture and amplify that energy through bold orange-on-blue typography — a color combination instantly associated with the candidate and refreshingly different from traditional American political palettes.

In U.S. politics, red typically represents Republicans, blue the Democrats, and stars are omnipresent symbols of patriotism.
By introducing orange, Mamdani disrupted these codes. The hue subtly evokes his Indian heritage — the third color of India’s flag — while also referencing New York’s everyday landscape: yellow-orange taxis, subway signage, grocery awnings, even the vintage uniforms of the 1970–1990s New York Knicks. It’s a palette rooted in the city’s street life — in the reality of the people Mamdani speaks for.

Even Donald Trump took notice, labeling the young Democrat a “Little Communist” — an attack that failed to stick.
Many Americans feel that political parties have abandoned the people, and designer Tyler Evans sought to counter that through accessible, human-centered communication. “I believe design is a vital tool in politics — a way to express ideas clearly and powerfully in the world,” says Evans.

A people-first graphic language — accessible, direct, and sincere — helping to rebuild connection between politics and everyday life.