The Times Video is the New York Times’s video hub content across 14 channels: News and Politics, International, Opinion, Times Documentaries, Business, Technology, Culture, Style, Health, Food, Travel, Sports, Real Estate and Science.
Work-Order (New York, NY)
We felt strongly that the Times own a logo specifically for video that honored both the heritage of their T mark and new media. We also wanted a composer for the mnemonic that represented those dichotomies and so chose Nico Muhly.
The animation and sound together represent two parts — the gravitas (large, warm, reassuring heritage) of the gothic T shape and the expediency (small, quick, sharp, nimbleness) of the play button. It is the harmonic blending of old and new media.
I love the small tweak to the main Times logo to serve as a play button and, although the first second of the animation and mnemonic sound too much like a Mac starting up, the boop and flash of the play button make it irresistibly cool.