The result was bold, straight-to-the-point and a little bit audacious - exactly as a brand like USA TODAY should be.
The masterbrand logo needed to be simple and flexible enough to stretch across and make sense of a very complex branded house architecture.
It also needed to be something that could embody the editorial spirit of the brand. On the masthead the blue circle becomes a canvas for representing the news of the day. It can change on a daily basis to represent key stories or themes from the National consciousness.
It literally was about getting straight to the point, putting the reader in the center of the conversation, and capturing the pulse of the nation… Right now. Today.
