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Dark Brandon is a satirical meme persona for Joe Biden, usually shown as a shadowy or superpowered Biden with glowing red eyes. It turns the anti-Biden nickname “Brandon” into an exaggerated image of Biden as politically forceful or formidable. The persona began in online meme spaces and was later embraced by Biden supporters, public figures and the campaign; Biden did not invent it.
What “Dark Brandon” means
Dark Brandon is not a separate person or an official character. It is a deliberately over-the-top version of Biden, often depicted with red laser eyes and a dark, dramatic aesthetic. Depending on who posts it, the image can be ironic, critical or supportive. In its pro-Biden form, the joke recasts the president as a powerful political operator.
Where the name and image came from
“Brandon” began as an anti-Biden slogan
The name builds on “Let’s go, Brandon,” a coded anti-Biden phrase that followed a 2021 NASCAR post-race interview with driver Brandon Brown. A reporter described a crowd chant as “Let’s go, Brandon,” and the phrase spread as an insult aimed at Biden. The Washington Post’s account of the meme’s political context traces the link between that slogan and the later persona.
The Dark Brandon image changed hands
Dark Brandon imagery gained traction online in spring 2022, including in uses that were not complimentary. By summer, Biden supporters were repurposing the dark, red-eyed look to portray him as unusually effective or formidable. The Washington Post described the emerging superhero-like persona in connection with events including the al-Zawahiri strike and passage of legislation. Know Your Meme’s timeline likewise documents a shift from ironic or critical uses toward pro-Biden appropriation. These uses overlapped: the image’s meaning depended on who shared it and why.
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How it entered official politics
By August 2022, political figures and White House officials were using the meme. The Washington Post reported Deputy White House press secretary Andrew Bates posting “Dark Brandon is crushing it” and described White House digital strategy director Rob Flaherty sharing imagery. That was adoption of an existing internet joke, not evidence that Biden or the White House created it.
Biden acknowledged the persona at the White House Correspondents’ Association dinner in April 2023. After putting on sunglasses, he joked, “I’m going to be fine with your jokes, but I’m not sure about Dark Brandon.” The Associated Press reported the moment as part of its coverage of political memes and campaign use. Read the AP account.
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Campaign merchandise and sales claims
The Biden campaign turned the imagery into merchandise. AP reported items including signs, mugs, baby onesies and coffee bags featuring Biden with red laser eyes. Axios later reported that the campaign described its Dark T-Shirt and Dark Roast Mug as best sellers in August 2023.
Axios also reported figures supplied by the campaign for 2023: Brandon-themed products accounted for more than 54% of campaign-store revenue, 44% of store orders and nearly 76% of website clicks. These are historical campaign-provided figures, not independently audited results or current sales data. Axios reported the merchandise figures and campaign’s description of the products.
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Why the meme matters
Dark Brandon shows how a political insult can be reclaimed and turned into supportive political branding. Its meaning changed as it moved from online users to Biden supporters, officials and the campaign, while retaining room for irony. The persona is therefore best understood as a participatory internet joke that became a recognizable campaign image—not as a character with a single creator or a fixed meaning.
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