A couple of days ago, I found myself in a discussion about the logos of the three major contending political parties – it’s great to be able to say “three major parties.” At the core of the discussion was the Nigerian Labour Party’s brand recognition amid its growing popularity.
Someone wanted to know what the Nigerian Labour Party’s logo icon is and how easy it would be to campaign it amongst the illiterate and semi-illiterate. The specific question was, “If the umbrella represents, PDP and the broom represents APC, what represents the Labour Party?” The first response was: “papa, mama and pikin.” Then the next question was: “When other parties begin education campaigns that say things like, “just press beside the umbrella” for thumbprint to vote for PDP at the polls, what would the Labour Party say?”
The interesting thing is that the 2023 general elections would not be the first time that the Labour Party would be presenting a presidential candidate but not many have paid attention to the party in the past. Consequently, not many paid attention to its logo before now. At least, I did not, until an Arise News interview of Nollywood actor Kenneth Okonkwo following the compelling defence of his defection to the Labour Party.
During that interview, Okonkwo described the symbol of the logo as “the wheel, and the man, the woman and child engraved in the centre. That wheel signifies industry, it signifies work and the basis of economic empowerment of the populace and prosperity of the nation, and continuous growth and development…” – I have to stop here so that I am not misconstrued as campaigning for the Labour Party.
Nonetheless, Okonkwo’s interview was the first time I had heard the Labour Party’s vision so clearly articulated.
Whilst the idea of voting for “papa, mama and pikin” can be powerful as symbolic of the family, most people relate the Labour Party more with the working class. More so, there are several versions of the Nigerian Labour Party’s logo on social media such as those that have the party’s presidential candidate, Peter Obi instead of “papa, mama and pikin.” This could create a real confusion among the illiterate electorate.
As the political campaigns kick off this week, we are looking forward to how the Nigerian Labour Party and others translate their key messages into simple and persuasive communication targeting the masses. For instance, when APC promised to sweep out corruption, using the broom as symbolism.
Do you think that the Labour Party has a brand recognition problem?
N.B
This post was updated on 02/12/2022 to enhance the context.
