New Logo and Mnemonic for Times Video by Work-Order

Play it Again, Times

New Logo and Mnemonic for Times Video by Work-Order



Noted April 29, 201404.29.14 by Armin

filed under Culture and tagged with , , ,


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.

design by

Work-Order (New York, NY)

related links

New York Times press release
Work-Order New York Times range of projects
AdAge story about the new New York Times video effort and programming

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.

Work-Order provided text


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.

OLD logo animation.
New Logo and Mnemonic for Times Video by Work-Order
Progression from classic “T” logo to new video “T”.
NEW logo animation and mnemonic.
NEW logo animation for Times Documentaries.


On Logo


On Animation


On Mnemonic