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.
Plans are in development for coming back to Europe in Spring of 2018 with the current top contender host city of Barcelona.