USA TODAY VISUAL IDENTITY|海报/平面|广告营销案例【ADGuider广告指南】

今日美国视觉识别

案例简介：简要解释品牌看起来已经过时了，在内部，应对不断变化的媒体环境的压力导致了品牌架构的断裂和对未来缺乏一致的愿景。目标是创建一个灵活但一致的身份系统，并组织他们的品牌架构，以适应他们的许多业务领域，并使《今日美国》回到其在美国的标志性地位。描述客户的简报简报是为了重新夺回从一开始就推动《今日美国》的勇气和创新。该项目包罗万象，包括: 新的主品牌和《今日美国》联合品牌身份的设计和艺术方向，以及品牌架构、体育和旅游物业缩进, 报纸重新设计，并在所有媒体平台上进行广告宣传。设计过程我们从标志开始。新的标志被一致选为《今日美国》所建立的纯粹、直接的大胆的最佳表现。报纸的重新设计创造了一个重新想象内容的机会。最终产品是一个简化的网格，更多的层次结构和整体更好的视觉体验的结果，驱使你进入今日美国数字产品的生态系统。广告的概念以视觉故事为中心，通过创造人类信息图，将人们置于新闻的中心。品牌元素和定制字体确保在所有平台上都有一个强大、可识别的品牌。结果自重新设计实施以来，拥有《今日美国》的媒体和营销公司 Gannett 表示，“更大的广播和数字广告销售推动了其收入的增长, 并公布第四季度收益超过华尔街预期。该公司 2012年的收入增长了 2.2%。作为美国第二大报纸，每个工作日有 1.8 份，每 7 份美国人中就有 1 份每周与《今日美国》互动。

今日美国视觉识别

案例简介：Brief Explanation The brand was looking dated, and internally the pressures of navigating the changing media landscape had led to fractured brand architecture and a lack of consistent vision for the future. The objective was to create a flexible, but consistent, identity system and organize their brand architecture to accommodate their many business areas and bring USA TODAY back to its iconic position in America. Describe the brief from the client The brief was to recapture the boldness and innovation that drove USA TODAY from the start. The project was all encompassing and included: design and art direction of a new master brand and co-brand identities for USA TODAY, along with brand architecture, Sports and Travel property indents, newspaper re-design, and an advertising campaign across all media platforms. Design Process We started with the logo. The new logo was unanimously selected as the best representation of the pure, straight-to-the-point audaciousness that USA TODAY was built on. The redesign of the newspaper created an opportunity to re-imagine the content. The end product is a result of a simplified grid, more hierarchy and an overall better visual experience that drives you to the ecosystem of USA TODAY digital products. The advertising concept centered on visual storytelling and putting people at the center of the news–literally–by creating human infographics. The brand elements and custom typeface ensure a strong, recognizable brand across all platforms. Results Since the implementation of the redesign, Gannett, the media and marketing company that owns USA TODAY, said that “greater broadcasting and digital ad sales drove its revenue higher, and reported fourth-quarter earnings that topped Wall Street expectations.” Revenue for the company rose 2.2 % in 2012. As the second largest newspaper in the US with 1.8m copies circulating every weekday, 1 in every 7 Americans interacts with USA TODAY on a weekly basis.