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OPIN ION BY ARMIN USA TODAY for Tomorrow

Founded in 1982, USA TODAY is the second largest newspaper (behind The Wall Street Journaland its

2.1 million copies ) in the United States with 1.8 mill ion copies circulating every weekday reportedly

one in every seven Americans interacts with USA TODAY on a weekly basis . and is bes t known for its

concise and visual approach to delivering news. Its online counterpart, USATODAY.com receives 6.6

million readers daily and mobile apps com plete the picture for this multi-platform news and information

media company owned by Gannett. Late last week, USA TODAY announced a com plete redesi gn of all

its platforms, including the ubiquitous print edition and its ide ntity, both designed by Wolff Olins all

digital applications were done by Fantasy Interactive covering their strategy, user experience, design, and

development. The beta version with the new look can be seen here.

USA TODAYs logo was redesigned to be as dynamic as the news itself. The logo will be a live

infographic that can change w ith the new s. It is s imple and straight to the point, providing the

opportunity for the new sroom to highlight the stories that matter to the nation. This approach builds

off of USA TODAYs long-standing leadership position in visual story-telling. Representing the pulse

of the nation, the logo will be use d as a platform to express USA TODAYs editorial spirit fun, bold

and impactful.

Press Release

The decision to re make an iconic brand should not be take n lightly, Gannett CMO Maryam

Banikarim said at an e mployee pre sentation earlier today. The re-imagination of the USA Today logo

is a great s ignal to the marke tplace. Its 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.

Wolff Olins blog post

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Lets start with the logo, as there are plenty of things to see he re. The old logo was instantly recognizable

with its bold, uppercase name and overly simplistic rendering o f a globe. It wasnt pretty though. The type

is all s crunched together in not a very pleasant manner and the glob e icon is onl y discernible at large

sizes, becoming a bl obby blue dot when reduced and isnt that lucky?! The new logo is s imply a blue

dot, reproducing perfectly at any size and reso lution. Of the m any circle logos we ve seen be fore Planet

Green, Euro News, Centraal Museum this is the one that makes the mos t sense and arguabl y the best

one locked up with type (more o n the type below). I asked Wolff Olins about their take on the circle-ness of

the logo.

The circle began as a pure abs traction of their original lo go: break it out of the box, maintain the

modernis t sans s erif type, get rid of the globe and the 1980s s tripes. The result was bold, straight-
http://www.underconsideration.com/brandnew/archives/the_dot_marks_the_spot.phphttp://www.underconsideration.com/brandnew/archives/white_news.phphttp://www.underconsideration.com/brandnew/archives/its_a_green_world_after_all.php


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to-the-point and a little bit audacious - exactly as a brand like USA TODAY should be .

But it was a logo that had a lot of jobs to do.

The masterbrand logo needed to be s imple and flexible enough to stretch across and m ake

sens e of a very complex branded hous e architecture. The rigorous type system allows a really

sim ple way of building in the core co-brands - News , Money, Sports, Life, Tech and Travel as well

as the mul tiple properties and franchises such as USA TODAY Sports Coaches Poll or High

School Sports, while still protecting and s erving the equity of the masterbrand.

It also needed to be som ething that could embody the editorial spi rit of the brand. On the

mas thead the blue circle becomes a canvas for representing the news of the day. It can change

on a daily basis to represent key stories or theme s from the National conscious ness . It is the

Newsroom s logo. A collaborative effort, editorialised and created everyday by the editors and

graphics team . They should either be a clever twist (wink), a straight-to-the-point depiction, or a

provocative and enticing graphic repres enting the related ne ws s tory.

This is wha t sets it apart from other changeable or container brand identities. It is not created by

brand or m arketing people. It is it is b uilt with purpose a nd interpreted everyday by people whose

job it is to bu ild and i nterpret the news .

Kate Nielsen (project lead) and Lisa Smith (design director)

We approached this particular rebrand very sens itively Balancing delicately familiarity with

modernity. We broke do wn every element. The point, dot, globe, ball whatever you want to call it

was there already. We gave it a jo b editorially. It literally was abou t getting straight to the point,

putting the reader in the center of the conversation, and capturing the puls e of the nation Right

now. Today.

On a minor note, dropping a circle into the grid-based world o f newspapers and rectangle

screens is dis ruptive. It didnt hurt that the new identity, despite its need for decent white spa ce,

also takes up LESS real estate = more ad revenue els ewhere.

Todd Simmon s (executive creative director)

Customized version of Futura, called Futura Today.

The blue dot is accompanied b y handsome typesetting ama zingly well letter-spaced, given the

challenging kerning pairs that were dealt of a cus tom version of Futura, produced in collaboration with

Bold Monday. The lock-up is simp le and effective. More importantly it works great o n the cover (below)

where the days date occupies that lower third space in the sam e type size as the news papers nam e.

Thats also where e ach sections nam e appears . The combination works very well, creating a heavily

branded news paper with great presence especially helpful when you are exiting your hotel room in

Anywhere , USA and a newspaper is at your doorstep, as thi s is hard to mis s. More on Futura Today:

USA TODAY has us ed Futura in its logotype, folios a nd the news paper navigation since the

beginning. When we were exploring typeface options for the logotype and brand, it was clear that

having a sans serif typeface in this s ector globally are few and far between and whils t there were

conversations about not wanting to look s o 80s anymore the Futura had equity for them.

However when we started using the Futura we were running into some logis tical problems if we

were to use it more pla ces than just the logotype. Futura has extremely high ascenders and low
http://www.boldmonday.com/


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descenders which made it difficult to set large am ounts of body copy, also certain letters have

legibility issues , for example the j. So in collaboration with Bold Monday we developed a bes poke

typeface based on Futura, in both upper and lower cas es, to use as an ownable corporate font

and for selected use across produ cts. We shortened the ascenders and d escenders an d

improved the punctuation, weve kept the strong characteristics of Futura, and re-drawn the

weaker ones that got in the way of legibility. In short, the new le tter forms a re more s pace efficient,

more h uman, m ore legible and m ore USA TODAY. Futura Today, a brand new family of fonts

drawn with one e ye on Futura and the other on the future.


Section covers.


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Sample interior pages.


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platforms throughout the day and in different situations. The desire for news content to serve

varying com binations of imm ediacy, convenience, utility, learning and en tertainment are driving

choice of both source and platform. Printed newsp apers will continue to be one of several

platforms in the ne ws cons umption ecos ystem. We were working to help place the USA TODAY

brand across this whole ecosystem. Modernizing the printed product was an i mportant part of this.


In order to elicit the changes needed for the brand you cannot dismis s or ignore the pos ter child of

the brand, despite the popu larity of their digital platforms. If for no other reas on than to (1) put in

place new be haviors over old habits editorially in consideration of deli vering the brand

continuously and to (2) use the best vehicle theyve had to signal that change.

The way I see it, the way USA TODAY has been used to serving up content Short, concise,

visual is e xactly the way our digital society demands it to be today.

Todd Simmon s (executive creative director)

THANKS TO EVERYONE FOR THE TIP.

DATE: SEP. 18 . 2 01 2 POSTED BY: ARMI N CATEGORY: CULTURE COMMENTS: [ 1 66 ]

TAGS: CIRCL ES, FUTURA, NEWSPAPER, WOLF F OLIN S,

166 comments

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OldestOldest CommunityCommunity ShareShare

Stuart Horwood

Keep it simple stupid. They've done that, looks great and I have no complaints.

23

An drew Hernandez >

Agreed!

Plus, the volume goes up to 11!

12

bertan >

lol, didn't notice that, kudos to the spinal tap fan designer!

2

chergaoui

Can't help but think of Euronews. http://www.euronews.com/

16

fred hart >

I guess all the glaciers on earth melted...

10

0
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Guest >

Euronews kinda sucked. That circ le had no life at all, but USA Today's

has all the life it could possibly have and a large chance of being identity

of the year.

3

chergaoui >

That being said, I agree that USA Today's is good.

cirsqutri

Love this!

1

Daniel Bere

I always like simple solutions, but this is too simplistic and generic.

12

Benjamin Edwards

I like it. It is actually a great concept, the simple logo all encompassing, then for

each section with different graphics inside and colours - nice.

1

Josh Schmitt

I think this is a fantastic brand update! I had seen this paper yesterday and

hought: did they do something different with this, because it looks way better

han I remember?

The only thing that somewhat bothers me a tad, is the various marks switching

from illustrations to photos. This may just be a sample with more to come, but I

otally dig the "Travel" versions that are all illustrated (if you count the

ypography one).

6

Richard Baird

That really is a very beautiful and simple piece of design, I'll have to grab myself

an imported copy and take in the finer details of the printed edition.

4

l iamyam

Another great example how a logo in isolation doesn't tell the whole story. This

is a neat solution to a mammoth problem - huge varity across different

platforms. It's a blank canvas for each day - nice work!

5

Marcos David Bendrao

like it. it's simple and vey bold!

I think people will easily forget the old logo and adopt the new one.

and the new website design is pretty cool and easy to navigate!

Rosie Milton

That sure as hell is a big blue ball....! Going to miss the old logo. There's

something very familiar about it now. New logo looks ridiculous on its own, it

has to be said, but in application... excellent.

7

VectaMouse

hat is this, Wolff Olins dot week?

I mean, a fucking dot! I ask you. And the annoying thing is I like it. What I don't

like is because they're WO everyone blows smoke up their jacksy for putting

clipart in this dot.
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5104684http://www.underconsideration.com/brandnew/archives/usa_today_for_tomorrow.php#http://www.underconsideration.com/brandnew/archives/usa_today_for_tomorrow.php#http://www.underconsideration.com/brandnew/archives/usa_today_for_tomorrow.php#


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And futura. A dot and futura. And a grid. It's design 101. It's the basics, the very

basics done well by people that have the cache to pull it off. Apart from those

clipart icons. They're awful. It's like applauding Bradley Wiggins for riding

without stabilisers.

50

david s izemore

I saw a couple, mid sixties, reading USA TODAY in the mechanics on Saturday.

It was the first time I'd seen the paper out in the wild since the redesign, and I

asked them if I could take a look. After I glance through a section, I thanked

hem and handed it back. They asked me what I was looking for, and I explainedhat I was interested in seeing what the redesign looked like. To which they

responded, "What redesign?"

I'm glad people appreciate what we do.

37

Gnter Soydanbay >

I am really interested to see how general public will react to the

redesign. The old logo, although it was not pretty, had iconic status in

he US. In times of great transition, like the era we are living in, people

need some anchors that give them the illusion that things are under

control. When you take them away, they respond ferociously, because

hey feel lost. The best example is the New Coke. But more recently, the

GAP-gate reminded us that it is not what you have changed into, but the

change itself that people reject. (Here is a relevant article:

http://goo.gl/AVF8X)

I am pleasantly surprised that the old couple did not realize the change. I

hink it is a win for the designers.

2

Shawn Kardell >

Good design is invisible when put to its intended use.

True st ory.

The typography refresh is great. Who new Futura could look so nice and

without retro-irony?

The new mark is smart too, though it loses some of its power when used as a

container.

Reinko Hallenga >

They really did change it quite a bit, thus the retro-feel was lost and it

became much easier to apply. Great improvement.

tyrannosaurus_rek

The circle is boring. I would have liked to see something done to it perhaps a

slice across the bottom to suggest sunrise, which would still work with the

windowing and make it a closer evolution of the previous stratified globe.

The mix of photos and illustrations and vector art of different styles is

disappointing; it's a missed opportunity for a distinct iconographic language (in

lieu of a proper logo). There's still time to develop that, but launch is the ideal

ime to introduce consistency.

As for the page branding, based on experience I'll wager than within two years

all of the single highlight colours will be replaced with contrasting combinations

of colours until each section looks more or less the same.

6

Grant Perkins >

USA Today's always used those colors to represent each section, so

you're wrong in that regard.

tyrannosaurus_rek >

From what GIS is showing me, the prior design didn't have

anything comparable to what's shown above, and what

illustrations/diagrams/etc it did have sported a variety of

secondary colours with no tie-in to the section's designated
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.

hellomuller

I'm still on the fence on this one. I really like how the digital channels have been

updated, but I can't say I'm a fan of the new brand mark. Its very well designed,

but I do agree with the comments that it is perhaps too reductionist and reverts

o the tried and tested solution of 'logo as container for stuff' route, which I find a

bit disappointing personally. It does indeed stand out from the crowd, and looks

very modern (a bit too Modernist by numbers for my taste), so, yes job

done?

3

An drew Hernan dez

This is phenomenal and very innovative for US newspapers.

The logo itself is good in my book. Its simple, but it has a strong presence that

won't be easily forgotten. When used in application it brings a dynamic twist

hat helps push this brand's look into the present time.

I love the sample pages! The infographic style makes the quantity of content

feel more approachable and organized.

2

Michael Laborde >

This is my sentiment as well.

Newspapers are going down the toilet or consolidating to survive and

none of them have even considered trying to make it fun again to

actually pick up a newspaper and enjoy the content. I can only hope this

makes it more interesting for people to pick up and read. I think

information and reading can and should be fun. Maybe this is good and

a few other newspapers follows their lead.

2

David Brown >

After so much shit about this design, it's great to hear the voice of

reason and intelligence. This is an outstanding piece of

communications.

kailash iyer

Great work! The branding looks nice, and it seems very confident!

I hope they're consistent in their applications though. The USA Today travel icon

is aqua in the mock-ups, and blue in the image immediately below it.

1

Neurobotic

Me no like omnisphere-gigantor-schizoid-colour-code-dot-thingy all over brains

make hurt.

3

Michael Warren

olf Olins has been kicking ass and taking names lately.

5

cirsqutri

One of USA Today's main readers has always been the global business

raveler looking to get a summary of world news in a short timeframe. This new

identity is perfect for a traveler on an airplane contemplating the state of the

world (circle) below the clouds. I really like this...Great Job :)

2

John Paul Thompson >

I think you're right on in your assessment of the circle representing the

world, and how that fits for global travelers and readers-- but doesn't it

also smack a bit of American ego-centrism to use the blue globe as a

logo for a paper that is titled "USA Today", whose entire re-branding

campaign video focuses not on world politics or events but on an ideal

U.S. identity?

1

cirsqutri >

Its really a global paper that just happened to originate in the
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.

way long before the creation of this new mark.

William

My first impression was that the branding gets lost on the top of page 1 of the

paper. That application is fine for the inside sections (sports, money, etc)...but it

feels like the name should be more prominent on page 1. Agree with the

comments on the inconsistent application of photography/clip art on the dots.

Overall, very nice.

1

OneBeFive

It's Blaupunkt http://www.blaupunkt.de

3

Al zo >

Considering 'Blaupunkt' translates as 'blue point'... your observation is

spot-on.

2

CML

hen I saw the logo, I was "meh". Too simple from the old icon. Then I saw the

application and "meh" went away and was replaced with "wow". One of the first

hings I learned was, "A brand is more than a logo." Perfect example of that

here.

I was a little underwhelmed by the application on the front page - didn't notice it

as a front page at first. Seemed like another section until I reviewed more

closely. Needs to standout more IMO.

3

Samir Zahran >

Pretty much my exact thoughts as well.

But about the front page, it seems to me that it getting lost isn't really an

issue. People get newspapers delivered to their door, or they pick them

up in branded boxes on street corners. That page doesn't really need to

advertise the paper as much as, say, a bottle of soda in a cooler beside

a hundred other bottles of soda.

It seems to me that people either buy the paper based on brand (in

which case they hardly need to be reminded that they're reading USA

Today) or on what the headlining stories are (and this makes those

stories stick out much better than the previous design).

1

Damn It, Firehose

Having worked for Gannett, I have a bad feeling this will look great for about six

months, then quickly fall to pieces as they outsource the daily execution without

first building any semblance of a design guide, meaning the daily paginators will

wing shortcuts that break the consistency of the design.

And with a design this simple, breaking the consistency of it breaks the entire

effect.

It'll require a disciplined approach on the copy desk. Actually, does USAT still

_have_ a copy desk? Whoever is putting this together will need to stay

disciplined, and Gannett has not shown much discipline in anything but cutting

costs.

12

cirsqutri >

Interesting insight and very applicable to many large scale identity

projects!

2

brucetonbryfield >

Totally agree with you Firehose - I think after all the excitement has worn

off - this logo will become something of a chore for the department and

he quality will suffer. I could see them outsourcing and losing the effect

entirely.

durdurdurdurdur

+ ' '
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17/17


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.. , .

get these wordsmiths that can sell such a logo?

"He could sell a ketchup popsicle to a woman in white gloves!"

9

Reinko Hallenga >

Look me up dude. We dig on that stuff ;-)

1

Pushing Giants

I can see the logo getting very tired, very quickly. However, I love the redesign of

he newspaper itself.

4

ndvn >

Elaborate. How do you see this getting "very tired, very quickly". Too

many baseless comments spewed without reason on this blog.

1

Keli Bartholomew >

I think the people reading it for the most part don't care about the

logo. The fact that it's so simple might actually be a good thing.

Not necessarily defending it's simplicity, but say people

depended on it as they did the McDonald's logo - that would be a

leap. I love the rest of the rebranding though and I personally feel

like if it wasn't for that - the logo would be taking a lot more

criticism.

Side note: "If it ain't broke don't fix it." In this case, the paper was

and needed to fix it (http://www.adweek.com/news/adv.... Kudos

and good luck to 'em.

Pushing Giants >

The design is too simplistic to the point of outright boredom, is

poorly and inconsistently handled, and is very trend-driven.

Happy now?

2

Ac tu al St udi o

This is branding at its best. Perfect.

Brad Gutting

Awesome work, to the point that saying anything more is just unnecessary. Not

a fan of the circle logo, mostly because it's a basic f-ing shape that takes .0002

seconds to render in Illustrator and can be used by anyone, but that's offset by

he wicked typesetting and composition.

1

r

MANY THANKS TO OUR ADV @ UND ERCON SIDER ATION PARTNERS
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