
Credits
Rami Hage-Obeid
Is it time to rebrand and reposition Lebanese politics?
I was born in Lebanon in the late 1970s and grew up in the north of the country during the Lebanese civil war. While life in my village was relatively normal, the chaos and lawlessness of the era were impossible to ignore. Those who lived in Beirut experienced it much more directly, but even in quieter areas, the tensions and unpredictability were always present. My father had one rule during my upbringing: stay away from discussions about politics and religion, two topics Lebanese people are famously passionate about.
Fast forward decades later, and I find myself working in branding and visual design, a field dedicated to creating clarity and coherence. It’s a fascinating contrast to the often-chaotic and polarized political landscape I grew up with. Lebanon, after years of turmoil, instability, and economic collapse, has recently elected a president and a prime minister who, in my 46 years of life, are among the most competent and promising leaders I have ever seen. This moment feels like a turning point, a glimmer of hope for a country that has suffered for far too long.
Yet, as I reflect on this, I can’t help but think about the role of branding in creating lasting change. Specifically, the need to rebrand many political parties.
Political parties are essential to any democratic system. They provide structure, representation, and a way for people to voice their opinions. However, in Lebanon, these parties carry immense historical baggage. The very same groups that were at odds during the civil war still dominate the political scene today, with names, visual identities, and ideologies that are deeply rooted in the conflicts of the past.
Closure is crucial for moving forward, and sweeping the trauma of the civil war under the rug isn’t the way to achieve it. True closure involves acknowledgment, reconciliation, and a conscious effort to break away from the symbols and narratives of conflict.
As Lebanese people around the globe watch with cautious optimism, we have an opportunity to redefine our collective identity. This isn’t just about electing competent leaders; it’s about transforming the very fabric of our society. To rebuild our country, we need to come together as a unified people, setting aside the divisions that have defined us for decades.
The Lebanese diaspora has shown time and again that our individuals can shine globally. From business to arts, from academia to activism, Lebanese individuals excel. But as a collective, we’ve struggled to replicate that success.
Rebranding isn’t just about aesthetics. It’s about shifting perceptions, redefining values, and creating a sense of hope and possibility. Imagine political parties in Lebanon with names, and messaging that inspire unity (some do) rather than fear. Names that reflect vision, progress, and inclusivity. Logos that evoke growth and renewal.
As a visual designer, I often think about how these elements influence the way we perceive and interact with organizations. A political party’s name and visual identity are its first impressions. They set the tone for how people engage with it.
Let’s be honest: names like “The Lebanese Forces” or “The Party of God” sound intimidating and carry connotations that aren’t conducive to unity or progress, except for their members maybe. It’s hard to imagine a political party in Canada called “The Canadian Forces”, it would undoubtedly trigger debates and spark controversy.
Rebranding Lebanon’s political landscape is about creating a vision for the future, one that prioritizes unity, progress, and inclusivity. It’s about showing the world that Lebanon can move beyond its history of division and conflict, and prove that multiple sects can co-exist in harmony.
This moment in Lebanon’s history presents a rare opportunity. With competent leadership and a shared desire for change, we can rebuild our country and redefine what it means to be Lebanese. But this requires effort from all of us. It requires putting aside our differences, embracing a shared vision, and yes, even rethinking the symbols and narratives that have defined us for so long.
As a designer, I’m excited about the possibilities. As a Lebanese person, I’m hopeful for the future. And as someone who believes in the power of ideas, I’m ready to contribute to this transformation.