USA TODAY: RECREATING A BRAND FROM ITS ESSENCE
The re-imagination of USA Today was a once in a lifetime opportunity. The brand needed revitalization and was no longer considered as a top news source with the American news audience. The project encompassed a complete brand overhaul, including its print and digital products. Overall, we created a more modern design system throughout the entire brand ecosystem, which exemplified its innovative beginnings and amplified the essence of the original brand.
The newspaper was launched in 1982 by Al Neuharth as the first national paper printed in color and via remote satellites. It was also the first news source available online free of charge. Innovation and bold image-driven design were at its core. In keeping with that vein and through a reductive design process, we developed an “organic” modern logo, which changed to reflect the news of the day.