To reflect a rapidly changing political discourse, The Huffington Post sought to move away from its “first internet newspaper” origins and cast a wider net by positioning itself as “the people’s platform.” With new leadership at the helm, the media company transformed from “The Huffington Post” to “HuffPost,” both as a nod to its commonly used nickname and an efficient solution on social and third-party media platforms.

Our challenge was threefold: create a new logo with the shortened name, keep the provocative headlines front and center and move the focus of the platform from the internet to the app.

Work-Order created a symbol made of slashes to form an “H” that bookends the wordmark and content. In motion, the “H” becomes a metaphor for people coming together, connecting and moving away from each other — inclusive and expansive. 

Headline design as editorial strategy

Headlines take on the properties of the brand. The bold italic “tabloid” logotype conveys urgency and outrage.