Federal election 2025: More Labor MPs turn to purple in big branding change, away from red
More federal Labor MPs are using purple as the main colour in their promotions, in a branding change that could benefit them at the ballot box — but the pollies insist voters will still see Labor red.
Victoria
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More federal Labor MPs are moving away from the party’s traditional red branding in a move one expert says could benefit them at the ballot box amid falling support for the government.
Holt MP Cassandra Fernando, whose outer suburban electorate has been under pressure from soaring living costs, has been increasingly using purple on her communication material.
One purple pamphlet spruiking signature policies including tax cuts, energy rebates, pay rises for early childhood educators, and an expansion of paid parental leave does not mention Labor or Anthony Albanese once.
The approach comes as the Albanese government faces challenging circumstances in Victoria, with voters angry at the state Labor government.
Victorian Liberal Senator Jane Hume said: “Even Labor members are ditching Anthony Albanese and the Labor brand”.
“The Labor logo reminds Australians of Anthony Albanese’s broken promise that Australians would be better off under this Government,” Senator Hume said.
“Instead, Anthony Albanese and Labor are responsible for the largest collapse in living standards in the developed world.”
Asked if she was trying to distance herself from the Labor Party, a spokesman for Ms Fernando said she had used a “combination of colours” since she was announced as a candidate before the 2022 election.
“It’s a little strange that rather than explain to the community how Peter Dutton’s massive cuts would impact them, our opponents are obsessed with fonts and shades of mailed material,” he said.
“Her community material will continue to feature this purple as well as the traditional red.
“Her material will also prominently feature the Labor logo, as the Member for Holt is proud to be a member of a government that wants to Build a Better Future for the South East of Melbourne and all of Australia.”
Senior Labor minister Tanya Plibersek has been using the colour purple in her election materials “for over 20 years”, while fellow frontbencher Amanda Rishworth also has purple tote bags and T-shirts.
Pink and red material is also becoming more prominent among Labor MPs.
Political communications expert Dr Natalie McKenna said that many Australians were “disillusioned” and “disappointed” with the major parties because their core messages didn’t resonate with them.
“That is why you’ll see some politicians deviating away from their traditional colours,” Dr McKenna said.
She said independents could play a bigger role in the next parliament with a minority Labor government on the cards, as polling shows Labor’s primary vote in the low 30s.
“It’s seen as positive that politicians are deviating away from the traditional colours, I think that is why we’ll find that they are going to the purple,” Dr McKenna said.
However, she issued a warning to politicians, saying Australians could feel deceived if candidates were believed to be independent but weren’t.
Originally published as Federal election 2025: More Labor MPs turn to purple in big branding change, away from red
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