(Est. 2012) “BuzzFeed News began as a division of BuzzFeed in December 2011 with the appointment of Ben Smith as editor-in-chief. In 2013, Pulitzer Prize winner Mark Schoofs of ProPublica was hired as head of investigative reporting. By 2016, BuzzFeed had 20 investigative journalists. The British division of BuzzFeed News is headed by Janine Gibson, formerly of The Guardian. On July 18, 2018, BuzzFeed News moved from a section of the BuzzFeed site to its own domain, BuzzFeedNews.com.” (Wikipedia)
Logo refinement: Tal Leming
The BuzzFeed News redesign was a collaboration between the in-house News Art Dept. and our product design team. Starting in Jan of 2018 we were tasked to create a new brand and destination website for readers that was reflective of how we felt about our our reporting overall identity. The goal was to draw a clearer distinction between the fun and entertaining content found on BuzzFeed, and the serious (and not-so-serious) journalism done by BuzzFeed News.
We set out to create a new identity that felt fresh, modern, with a slight nod to our newspaper/magazine roots, but is firmly rooted in the internet. Our hope is that the new identity reflects our ability to span a range of coverage from social news (like this embarrassing exchange, or stanning for the aerial tramway) to serious and hard-hitting investigations (like this look at Ivanka’s Russian contact, or this look at one of America’s bloodiest hitmen).
After solidifying the strategy and overarching ideas we approached Tal Leming ofType Supply to help us develop a distinctive look and feel to the letterforms in the wordmark.
In conjunction with the BuzzFeed Product Design team, tasked with the execution of the new destination, we decided on typefaces that we really loved: our serif Pensum Pro by Typemates and Basier Square from Atipo to give us a unified typographic voice throughout the site.
BuzzFeed News provided text — Dennis Huynh, Creative Director
Images (opinion after)
I received some additional information about this project after posting the logo change yesterday and I thought it merited a follow-up as there are some interesting things in the materials. I particularly like how these examples don’t try to hide that BuzzFeed News is part of BuzzFeed but instead take some of the irreverence and looseness of the parent brand to infuse a journalistic venture with a different kind of personality. The use of BuzzFeed’s “Trending” arrow icon might be my favorite aspect of this as a visual tie-in to the parent brand but adopted as a playful device that can be used in different ways. Some of the “Reporting to You” type treatments are cool and the idea of having a tagline that can be rendered freely is interesting — the light-stroke version one is pretty cool. Overall, the playfulness of these materials is a good complement to the seriousness of the website and hopefully maybe some of this visual language will start finding its way to the website to make it more compelling and distinct.