USA TODAY’s Reimagined Brand

Putting Everyday Americans at the Center of the News

One year ago, USA TODAY began work on the reinvigoration of their brand. And starting Friday morning, as the newspaper enters its 30th year, its millions of readers will be welcomed by a contemporary and refreshed redesign

The new USA TODAY remains true to the original, but with a more current approach; smart and succinct, relevant and useful, trusted, unbiased and as always, straight to the point. Wolff Olins is thrilled to have been a part of this work, which includes a refresh of their masterbrand logo, full redesign of the newspaper, creation of a flexible brand system, content strategy and launch advertising, and a new brand story developed with Co:Collective.

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Incepted in 1982 and built on its founder Al Neuharth’s goal to be a ‘forum for better understanding,’ USA TODAY quickly cemented its position as one of the nation’s largest and most respected news organizations. They achieved all this through visual story telling, concise copy and a dedication to telling the news in a way that made it relevant to the lives of everyday Americans.

But 30 years in the game, USA TODAY’s pioneering vision had become lost in a sea of imitators and parody-makers. The brand was looking dated. And internally, the pressures of navigating the changing media landscape had led to a fractured brand and a lack of consistent vision for the future.

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It very quickly became apparent that bringing this new brand identity to life would require a wholesale redesign of their flagship product, the newspaper. While USA TODAY has a highly successful suite of digital products, their printed product still remains the most prominent footprint for the brand. Together with the marketing and editorial teams, USA TODAY and its partners established a number of task forces to focus on every part of the paper and develop a new approach to content and how they present it. 

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With today’s unveiling, the next generation of USA TODAY evolves the brand, with a bold new look that takes their iconic visual storytelling to the next level. The redesign includes increased color, photos and infographics.  Several of the fan-favorite sections have been enhanced including the States and Weather pages. And the Tech and Travel sections have been expanded to include increased coverage.

"The decision to remake an iconic brand should not be taken lightly," Gannett CMO Maryam Banikarim said at an employee presentation earlier today. "The re-imagination of the USA Today logo is a great signal to the marketplace. It’s 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."

Larry Kramer, president and publisher of USA TODAY told press “We are America’s newspaper and we take that responsibility seriously.”

We couldn’t be more thrilled at that!

For more information on this exciting launch, watch the new brand video, go to USA TODAY’S announcement, or follow the conversation on Twitter #newusatoday.

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