Wolff Olins creates new USA Today branding

Mon, 17 Sep 2012 | By Emily Gosling

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

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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.

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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.’

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