The Associated Press will roll out a new visual identity system, including an updated logo, this year. The identity system is the first significant change in AP’s look in 30 years and follows the development and implementation of a master-brand strategy in 2010.
“We have world-class content and world-class products and now we have the world-class look to go with them,” said Tom Curley, AP president and CEO. “This new look, from logo to color system, translates to AP’s growing portfolio of digital products and platforms, and distinctively relays our role as the definitive source for news.”
The identity system significantly expands the range of colors and designs available for use in AP products and services. The new logo draws on the legacy of the old one, employing the well-recognized stencil pattern, but the AP logotype is now black, with a bold red line underscoring it. The logotype and line are encased in a white holding box. The creative system was developed by the New York design firm Objective Subject.
The system employs a master-brand approach, with all business units, products and services united under a single logo. Curley has worked to bring the company’s array of offerings – from content products in all formats to media services such as the software system ENPS and Global Media Services – under one look and feel since he joined AP in 2003. The new identity system will be rolled out in stages throughout the next year, with first appearances on the upcoming new AP Mobile news app and on the first phase of a new AP.org website, which will go live in March. New video, archive and images sites will follow in 2012 and also carry the new logo and look.
The new logo and color system are visible on a temporary screen for AP’s corporate website, at www.ap.org
New new visual was created by Objective Subject.