The Economist Group has appointed MetaDesign London to oversee a redesign of its global collection of brands, including a revamp of the flagship magazine.
The consultancy was appointed two weeks ago, following a three-way final pitch. Nine design consultancies were originally shortlisted for the brand re-alignment.
MetaDesign London, which is set to announce its new name and structure next month following its merger with Icon Medialab of Sweden (DW 21 April), will oversee a two-pronged project.
The brief encompass the well-known brand families of The Economist and CFO (Chief Financial Officers).
These include the Economist Intelligence Unit, Economist Conferences and its TV programme E-Vision.
The project will also include an updated design for the weekly magazine title, The Economist, as well as digital media associated with it, says The Economist Group director of special projects, Clyde McConaughy.
“One reason we chose MetaDesign London was for its ability to deliver an international brand relaunch, plus its ability to help redesign the newspaper,” he says.
MetaDesign London and Icon Medialab managing director Robin Richmond says: “We are delighted that The Economist Group has appointed us to help extend its brand and develop the strategies to exploit the opportunities of the digital environment.
“Our redesign of The Economist newspaper will help develop a wider readership for what is one of the world’s unique publications,” Richmond adds.