Friday, September 14, 2012

New logo: USA Today


USA Today is a national newspaper in the United States, and one of the most widely circulated newspapers in the country. Launched in September 1982, it soon established a reputation for providing easily digestible news summaries and "flashy" color printing at a time when newspapers were still mostly black and white. Yesterday, September 13, it unveiled a new look and a complete redesign of the newspaper ahead of its 30th anniversary.

USA Today's blue globe logo (also known as a nameplate, flag or masthead when we are talking about newspapers) has been with the newspaper since it first started. It now gets replaced a contemporary minimalist, some would say "hipster", design with a large circle. When used in the nameplate, the logo will include the issue's date. The circle changes color depending on the section and can include different icons and infographics.

The rebrand involved, among others, Wolff Olins who worked on branding and print design.

Previous logo.



"The new USA TODAY remains true to the original, but with a more current, modern approach; smart and succinct, inclusive and honest, relevant and useful, trusted, unbiased and as always, straight to the point. Key elements of the reimagined products include: a total redesign of the newspaper enhancing USA TODAY's commitment to clear and concise visual storytelling; a unique new logo designed to reflect the pulse of the nation and be as dynamic as the news itself; and a new suite of digital offerings.

[...]

USA TODAY's logo was redesigned to be as dynamic as the news itself. The logo will be a live infographic that can change with the news. It is simple and straight to the point, providing the opportunity for the newsroom to highlight the stories that matter to the nation. This approach builds off of USA TODAY's long-standing leadership position in visual story-telling. Representing the pulse of the nation, the logo will be used as a platform to express USA TODAY's editorial spirit - fun, bold and impactful.
" - Press release

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Press release (archive)
Logo guidelines (archive)
Wolff Olins blog (archive)
USA Today

Update September 16: Here's a collection of variations of the new logo. If you don't care to much about your sanity, you can also read the "Cool Balls" manifesto that is currently being spread around the social networks, written by Sam Ward, a designer tasked with coming up with daily variations of the logo.

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