Brand Refresh
USA TODAY NETWORK is comprised of USA TODAY and over 100 local brands - we are the largest local to national media company. Over the past year, we have been unifying the network by amplifying the connection across our brands at an epic scale. Through interdepartmental collaboration, we cross-pollinated our resources to better align ourselves, create internal efficiencies and seamless connections with high impact updates across digital, print, video, and social platforms.
RESULTS Innovative internal processes were implemented during the network-wide refresh: • Unified approach to our brand elements: logo systems, typefaces, color, naming, and graphics visualized relationships across our brands. These connections allow our companywide design teams solve for network and localized challenges with more guidance and efficiency With these elements, we refreshed • Our brands’ digital presences in apps and on websites • R edesigned the look and feel of all of its print products, including USA TODAY and 109 local market newspapers, launching the design refresh simultaneously across all papers on October 30, 2017. • Templates across social and video for our content creators
Objectives of the network-wide refresh: • Modernize our visual storytelling • Unify our digital network • S ignal to our advertisers and partnerships the range and reach of our resources • Create a more contemporary look for our audiences and visually demonstrate to the nation that we’re all in this together. We developed a series of new brand elements to show the forward and modern spirit that connects our brands: • Two new custom typefaces created exclusively for us, for use across our branded house of print and digital properties.
• Refreshed color palette for digital, building connection • A new logo formula creates a connection across our local brands with a nod to USA TODAY’s blue point, bridging local with national. • A naming strategy with updates for our local brands that enables modernization and simplification where appropriate • Badge icons developed with local brands as an expression of our unique communities • Foundational graphics, templates and best practices ownable to our brand history of visual storytelling
• Marketing collateral, stationery and signage • With all assets, guidelines, templates and training available on our new centralized brand portal.
We are unifying the network by amplifying the connection across our brands.
USA TODAY
LOGO
TYPE
Unify Sans Unify Serif
MOBILE
NEWSPAPER
DESKTOP
VIDEO
Newsworthy Video Overview of the frame options available for the Newsworthy video package.
1. TITLE REVEAL
2. WATERMARK REVEAL
3. NAME
4. LOCATION
5. FACTOID
6. CAPTION
7. TEXT BOX
8. QUOTE
9. OUTRO
Red Carpet Video Overview of the frame options available for the Red Carpet video package.
1. TITLE REVEAL
2. NAME
3. CAPTION
4. FACTOID
5. BUZZWORD
6. TEXT BOX
7. QUOTE
8. CREDITS (Optional)
9. OUTRO
Sports Video Overview of the frame options available for the Sports video package.
1. TITLE REVEAL
2. CORNER BUG REVEAL
3. NAME & TITLE
4. LOCATION
5. CAPTIONS
6. FACTOID
7. TEXT BOX
8. STATS
9. BUZZWORD
10. QUOTE
11. CREDITS (Optional)
12. OUTRO
SOCIAL
DATA VISUALIZATION
Local
LOGO
BADGE
SPLASH SCREEN
NEWSPAPER
MERCHANDISE
SIGNAGE
Local Newsworthy Video Overview of the frame options available for the Local Newsworthy video package.
1. TITLE INTRO
2. CORNER BUG INTRO
3. NAME & TITLE
4. LOCATION
5. FACTOID OPTION 1
6. FACTOID OPTION 2
7. CAPTIONS
8. QUOTE
9. TEXT BOX
10. END CREDITS
11. OUTRO
BRAND PORTAL