Branding campaign and election coverage: Challenges and muddying of the waters

Fox stuck with its ‘America’s Election HQ’ name, though it did redesign the look earlier this year. Prior to this branding, Fox had used the ‘You Decide’ banner to match its former slogan ‘We report. You decide,’ but once that tagline was taken out of regular use, the ‘You Decide’ branding didn’t make much sense. Fox does, however, also add a sub-brand of ‘Midterms 2018’ in many uses.

A new component in Fox’s election branding this year is the ‘Fox Square‘ — an outdoor studio and experience next to its headquarters. The large, square broadcast booth prominently features the ‘America’s Election HQ’ branding. Overall, the ‘America’s Election HQ’ name, with its ability to have subtitles appended to it, is quite effective for both campaign periods and election night.

At least one Fox O&O, meanwhile, is using the branding “Elections 2018,” as shown in this promo from WFLD in Chicago.