USA Today Launches a New Modern Brand Look
USA Today recently revealed a major redesign in conjunction with the publication’s 30th anniversary – its first new look in 30 years. According to the recently appointed president Larry Kramer, the goal is to reposition the dated newspaper brand as a multi-platform news brand.
Says Kramer, “This is a Gutenberg moment…. Storytelling is changing in a big way because it can. All forms of communications are available on one platform: words, video, photo, audio, graphics, interactivity. We need to build a generation of storytellers who can work in that environment.”
The new brand look is modern and refreshing. The new identity modernizes the dated globe logo to a simple, contemporary circle mark with clean sans-serif letterforms. According to a recent interview on Hardball with Chris Matthews, Kramer notes that they kept the identity clean for the first issue, but plan for it to be a “living logo,” with different icons inside that represent stories.
The print edition has an overall more organized, punchy, and segmented in its information design – presumably to feel more like a website or blog than a traditional newspaper. It’s an interesting notion that the current trends in digital news consumption seem to have visually driven the more cohesive brand look that bridges multiple platforms much more seamlessly.
If you have the smartphone or tablet app you probably already have seen the new look; the website is still not updated but should be launching any day.