THE BLOG

Mitt Romney's New Campaign Logo

08/14/2012 12:34 pm ET | Updated Oct 12, 2012

With Mitt Romney's selection of Rep. Paul Ryan (R, Wisc.) to be his running mate, his campaign is now working on a new campaign logo. There will be Romney-Ryan pins and banners, of course. But the real challenge, according to an impeachable source deep within the Romney camp, is to come up with a new Romney logo.

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All agree the current logo, Believe in America, launched in April of last year has exceeded its shelf life. Worse yet, the extreme right, which is to say the center of today's Republican Party, has been pressing hard to dump it, claiming it smacks of socialism. Start with believing in America, they say; the next thing you know we might actually start doing something for America like spending tax dollars on bridge repairs, infant nutrition and cancer research.

So, to remove all doubt about where Romney stands, the new campaign logo now boldly proclaims:

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"It's brilliant -- it perfectly captures the Romney aesthetic," said the source. "He's been on every side of every issue. So, it's saying to Joe and Jane Six-Pack: 'Hey, whatever you believe, I'm there, too!'"

The new logo speaks to Mitt's malleability: his uncanny ability to see each side of even the most contentious argument -- and simultaneously agree with both. The logo reveals the power and sophistication of Romney's approach, looking from right and left, his vision encompassing both sides, yet settling in the middle on a message that will appeal to every American.

Romney caught some flak last year when critics said the red-white-and-blue R in Romney mimicked the logo for Aquafresh toothpaste.

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When I mentioned this, the source laughed. "Aquafresh is all about white teeth - sparkling white teeth. Think about it." He grinned and gave me a wink. "What could be whiter than Romney!"

Romney's team plans to release the new logo as soon as the campaign completes negotiations for the rights to its new campaign song: "Both Sides Now."