NEW YORK TIMES VIDEO BRANDING
Our mission: To create a cohesive, hierarchical system for video and to differentiate videos by tone, type and length.
AN OLD LOGO FOR NEW MEDIA: THE PLAYER “T”
The traditional New York Times blackletter “T” was altered to include a play button so viewers instantly know it is both from The Times and also contains video content. Special thanks to the font god Matthew Carter for helping us balance it.
We needed a composer who could stand up to the cultural weight of the Times. At the same time, we wanted someone who appeals to a younger demographic. Nico Muhly was the perfect fit.
“The branding had to be ‘Timesian’ and also honor the variety of content we cover - from serious/smart to light/stylish. And we needed a system that was quick and easy for our video producers to execute.” —Rebecca Howard, GM Video
A SIGNATURE MOTION THEORY
Previously, The Times dimmed footage under titles and placed type wherever it felt out of the way, neither honoring the integrity of the title nor image. We created a strong, consistent visual system that would feature both image and title while also eliminating decision-making on the part of the editor. We removed dates for timeless content and added channel categories into the titles.
The logo pulls its colors directly from the footage taking on the palette of the story.