Your Party: A strong political brand

Correction: the orange, the logo and the slogan are not “official” but are part of the grassroots movement

The political landscape just got more crowded. 

Jeremy Corbyn and Zarah Sultana have launched “Your Party,” and its initial brand is strong. 

Let’s start with the slogan: “take a different direction.” This is smart. It’s a clear jab at both the current Labour Party and the overall direction of the country. It signals change and a fresh approach, resonating with those disillusioned with the status quo.

The logo itself is also well-designed. The “Y” in “Your Party” cleverly incorporates an arrow motif. This reinforces the “different direction” message visually, creating a cohesive brand identity.

The use of orange is particularly impactful. This isn’t the soft, slightly yellow orange often associated with the Liberal Democrats. “Your Party” has opted for a fiery, more radical hue. This choice immediately communicates a more defiant and less compromising stance, giving the brand a distinct, energetic edge.

This powerful color is effectively carried through in the co-founders’ attire: Jeremy Corbyn’s tie and Zarah Sultana’s suit in their promotional materials. This consistency strengthens the visual identity.

Regarding the name “Your Party,” there’s been some discussion. The party has said that it is not definitely going to be their name and that it will be decided at their founding conference. While this is democratically laudable and consistent with their grassroots-led narrative, it poses some challenges.

New parties face an uphill battle for credibility. Any operational missteps are magnified by opponents. When Zarah Sultana commented on a Joe.co.uk X post that the name wasn’t definite, it was immediately seized upon by the media as a sign of disorganization. This highlights how intensely new parties are scrutinized. Every other established party has an interest in seeing “Your Party” fail. They will attack from all sides.

Jeremy Corbyn has hinted that the name might not change after their founding conference. My strong recommendation, based on years of observing political movements, is to not change it.

Setting up a new political party is incredibly difficult. You don’t need the added complication of a rebrand after establishing an initial identity. Rebrands are challenging at the best of times, let alone under the intense scrutiny of national media.

Furthermore, “Your Party” is actually a good name. It’s short, memorable, and directly reflects a core founding principle: that the party will be highly democratic and grassroots-led. This connection to its overarching proposition makes the name feel authentic and credible.

Initial polling suggests a Jeremy Corbyn-led party could achieve 10% in a general election. This would transform parts of the UK into a seven-horse race, with Your Party, Reform UK, the Liberal Democrats, the Greens, Labour, the Conservatives, and the SNP all vying for votes. The next election was already looking volatile and unpredictable and it’s just been made a whole lot more complicated.