No One has designed the identity for the Newspaper Marketing Agency, formed in January to promote national newspapers to advertisers, which rolls off the presses today.
The marque features newspaper imagery, typography and techniques designed to convey the NMA’s role ‘as the voice of the newspaper industry’, says No One design director David Law. ‘We have borrowed from newsprint visuals to bring to life the agency and extend it beyond a meaningless acronym.’
The consultancy has designed stationery in the style of newspaper articles. It has incorporated photography, which focuses on the four-colour print process, into the identity itself, designed to ‘give it the look and feel of a national newspaper’.
Stationery is being introduced first, from this week. A website, designed by Zentropy, goes live in July at www.nmauk.co.uk. Zentropy was appointed from a shortlist of three. The group had ‘chemistry meetings’ with NMA and was then appointed, says Duffy.
No One won the identity work three months ago without a pitch, following NMA chief executive Maureen Duffy’s meeting with No One director Simon Manchipp.
‘The NMA’s job is to make a compelling case for national newspaper advertising,’ says Duffy. ‘We wanted to appoint a consultancy [for the identity] that would be able to work well with a newly-formed company with little heritage to fall back on,’ she adds.
The organisation is the result of collaboration between the national newspaper groups and aims to encourage display advertising in the national press.