The Associated Press is talking up a new “visual identity system,” to be rolled out over the coming months (a historical retrospective of AP logos is shown above with the new logo on the right).
The global news network says the look and logo are designed for the digital era and are supposed to unite its various offerings as part of a “master brand” strategy. AP called this the first significant change in its look in 30 years. The first use is on its new AP Mobile news app and AP.org website (@AP). According to its brand introduction (pdf) document, the new visual identity system brings to life the AP values of “integrity, action, and independence...and creates a distinct footprint in the media marketplace.”
AP President/CEO Tom Curley says in the announcement, “We have world-class content and world-class products and now we have the world-class look to go with them.”
The system expands the range of colors and designs available for use in AP products and services. The logomark recognizes the past stencil pattern while the logotype is black with a red underscore, both in a white box. This design is by the firm Objective Subject (@ob_sub), which says the red underscore, dubbed ‘the prompt,’ “evokes AP’s emphasis on editorial rigor and precise and accurate approach.” It goes on, “We retained the original logo’s stencil lettering, which embody the gutsy and adventurous personality of an international news organization.”
The Associated Press Stylebook (@APStylebook) is considered to set the standard in journalistic (and public relations) spelling and grammar.
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