Despite some of the negative feedback, sarcastic comments such as, “That circle is amazing, you have some very talented artists on staff” and connections to everything from the Japanese flag to Mr Men – I like the new Usa Today logo and Branding.
It’s one of the bravest and sure of itself rebrands of recent times, possibly doing enough to reignite the share of the declining newspaper industry.
The old logo wasn’t bad, but does show it’s age a little. The new logo, designed by Wolff Olins marks their 30th anniversary with a forward-thinking format that allows for a range of output varieties. Yes, it’s just a circle, but in reality, it’s more than that. It’s an adaptable mark, a statement that has the conviction to succeed. Further than simply changing colours to represent a topic of news, the logo is reformed to suit the message.
More examples of the versatility can be seen in the video below.
The new USA TODAY remains true to the original, but with a more current, modern approach; smart and succinct, inclusive and honest, relevant and useful, trusted, unbiased and as always, straight to the point. Key elements of the reimagined products include: a total redesign of the newspaper enhancing USA TODAY’s commitment to clear and concise visual storytelling; a unique new logo designed to reflect the pulse of the nation and be as dynamic as the news itself; and a new suite of digital offerings.
Needless to say, the revamp didn’t stop at simply the logo. The whole newspaper has been reconsidered to include more imagery and colours, essentially adopting a new way of thinking to bring it all together coherently.
So what are your thoughts? Has the minimal approach been taken too far, drawing it into the ‘hipster’ design trend? Or is the new identity a fresh and exciting, and ultimately, successful one?
Let us know below.