The AP Gets a New Look

Late last week the Associated Press announced that they’re rolling out a new visual identity system that’s “designed for the digital era.”

Central to the changes is a new logo.

The new branding was created by Brooklyn-based Objective Subject, who detail their processes here. The video above shows the iterative process Objective Subject took en route to the final logo.

Via Brand New:

The previous logo has been around for so long that it’s hard to imagine anything new taking its place. It also happens to be a perfectly decent logo — easily recognizable and simple. Its main problem, whether on the web or in ink-clogging newspapers, is the thinness of its counterspaces, being too small to hold legibility at smaller sizes. Citing “designed for the digital era” in the press release, the new AP logo is clearly a more multi-platform-friendly rendition that will hold up well at different sizes. It’s easy to miss the nice rhythm and Gestalten-ish ligature of the old logo and it’s quite possible that the logo could have simply been redrawn for better performance but, let’s face it, that thing is thirty years old and I think it’s more disposable than a consumer brand icon like UPS or AT&T. The new logo may feel simple and slightly generic, but it’s concise and strong, especially with the red underscore which I feel will become more identifiable — perhaps almost like National Geographic’s yellow frame — than the “AP” characters.

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