Sunday, 26 October 2014
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Wolff Olins creates new USA Today branding

Wolff Olins’ New York office has created new branding for American news giant USA Today.

USA Today

USA Today

Marking the multi-platform news and information brand’s 30th birthday, the redesign has seen the implementation of a new logo, new editorial design for the newspaper and a new design across all the USA Today digital platforms.

Work on the new branding and strategy began about a year ago, according to Wolff Olins. The consultancy says, ‘The brand was looking dated. And internally, the pressures of navigating the changing media landscape had led to a fractured brand and a lack of consistent vision for the future.’

USA Today says the new logo is ‘designed to reflect the pulse of the nation and be as dynamic as the news itself’. The colour of the logo corresponds to different sections within the publication, with a photograph or image that represents the day’s key news stories.

USA Today

USA Today

The new editorial designs for the flagship USA Today printed newspaper aim to give a ‘unique modern’ feel for readers and advertiser, using more colour, photographic imagery and infographics. Sections including the States and Weather pages have been visually enhanced, with increased coverage on the Tech and Travel sections

The digital platforms will also use stronger imagery, with larger pictures, live video coverage, interactive weather mapping and user-controls that allow readers to control how they wish to follow the news.

USA Today

USA Today

Maryam Banikarim, chief marketing officer of media company Gannett, which owns USA Today, says ‘The re-imagination of the USA Today logo is a great signal to the marketplace. It’s a signal of all the changes that are happening here - of our new digital products, our new re-designed paper and a re-imagination of our content across all platforms.’

Readers' comments (17)

  • Hardly "dynamic" it's a circle... Looks a bit lost for a masthead....

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  • Wow - Wolff Olins delivers...

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  • As one of Wolff Olins biggest fans for many years I have to say that this breaks away from the spirit and energy of Wolff Olins work to date. It disappoints me because as much as I'm sure it's application is creative and adaptive it's still a circle and just a circle. In it's most basic, isolated form it lacks distinction, memorability, energy and personality which all Wolff Olins work has had. Maybe in American visual culture this will be a breath of fresh air amongst an inherently fanfare style media landscape. Who knows but either way it's not a WO classic :(

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  • Wow

    Get together with Creatives
    Bemuse clients with 'design jargon'

    =Profit

    Utter rubbish from Wolf Olins

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  • Outstanding design, an absolute gem, flawless

    Well done

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  • Don't be too harsh. I'm sure the client discounted the Playschool square and the triangle options.

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  • If design is meant to inspire... then as a designer, this inspires me to quit.

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  • @John Raf... Brilliant! A useless/meaningless blot of colour

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  • This is what happens when you oversimplify — it loses all personality — it's just a circle. The best circle-only logo I've seen is for Planet Green, created by Open. For that client, a green circle is perfect (and the type is more interesting).

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  • Simple and concise.

    The use of a circle to frame images associated with the relevant newspaper section (not shown in these images) has been used many times before but it works.

    The new design will stand out from the boring traditional paper layouts. I can't see why others find this simplicity offensive.

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