Dunning Eley Jones has created a new visual identity for the Press Association.
The new identity and branding, which launches today, will be applied across all Press Association materials, including a new website created by @www with Dunning Eley Jones.
Dunning Eley Jones was appointed in October last year and briefed to bring coherence to the fragmented Press Association brand, which provides newswire, Web news and print news services as well as still photography, video, weather news and business information.
The consultancy brought the Press Association’s various sub-brands under one umbrella to clarify their connection with the Press Association. For instance, the service offered previously by PA Photos now comes under Images, with the PA Photos sub-brand ditched entirely.
Dunning Eley Jones considered renaming the entire organisation, including shortening its name to PA, before deciding to retain the full title.
‘The equity and history of the brand is such that we had to keep its name,’ says Dunning Eley Jones account director San San Chan.
Dunning Eley Jones designer Alex Haley adds, ‘The vibrant and colourful look and feel of the brand, and the website, is inspired by digital feeds’.