The basic McCain design has good contrast and it is dominated by the candidate’s name. Notice the star and the gold line that symbolizes John McCain’s military background. Unlike most U.S. election campaign designs, this one lacks the usual red, white, and blue colors. 

The candidate's name is in bold Optima, a popular sans-serif font that was also used for the names displayed on the Vietnam Veterans Memorial in Washington, D.C., as Michael Bierut and Ellen Lupton noted in The New York Times. John McCain, of course, is perhaps the most famous Vietnam vet. Optima is a strong typeface, especially when in bold. That is what the McCain campaign is trying to communicate about him: that he is a leader who is principled and tough.  Good logos are part of good image management, and the McCain logo succeeds well enough. If all three of the colors of the flag had been used, it would be even better though.