Opinions on corporate and brand identity work.

A division of UnderConsideration.








Share ›

New Logo and Identity for AdAge by OCD
 

before

after

Established in 1930 (originally as Advertising Age), AdAge is a global media platform focused on “curated creativity, data and analysis, people and culture, and innovation and forecasting”. Originally published as a broadsheet newspaper, AdAge still has a strong print presence, pumping out 24 issues a year of the eponymous magazine to more than 60,000 subscribers as well as now having a major online presence with 2.4 million unique visitors a year to its online content and over 3,000 attendees to its numerous events across the year. A part of Crain Communications, AdAge also manages Creativity (magazine and online publication) and DataCenter, a cache of industry data. Last September, AdAge introduced a new identity designed by New York, NY-based OCD.

The move from Advertising Age to Ad Age was a no brainer. It was past time for the masthead to align with the vernacular. The lettering was crafted by Tobias Frere-Jones. It is based on the original 1930s masthead.

OCD project page

New Logo and Identity for AdAge by OCD
1930s logo that the new logo is based on.
New Logo and Identity for AdAge by OCD
Logo.
New Logo and Identity for AdAge by OCD
Logo details.
New Logo and Identity for AdAge by OCD
Vertical alignment variation.
New Logo and Identity for AdAge by OCD
Stacked variation.

The old logo wasn’t bad but it wasn’t good either. To me it always looked like an old-school, old-fashioned, Mad-Men-era-holding representation of the advertising industry. Neither the logo nor the magazine ever felt fresh or contemporary even if the content was. The new logo, despite being based on a nearly 90-year-old logo, feels infinitely more energetic, engaging, and contemporary. Drawn by Tobias Frere-Jones the logo is a wonderful modern interpretation of Kabel and while it still operates within the minimalist sans serif trend, the “g” gives it a unique and memorable twist and the way that “g” is sort of pinching the “A” is extra delicious.

The logo has a nice flexibility to be stacked or rotated vertically as well as being paired with the myriad events/initiatives/sister-products that AdAge produces and adapting to being in a primary or secondary role.

Ad Age brand architecture was reorganized into a three-tiered system that prioritized the content that is most important to readers: Creativity and Datacenter. Tier 2 is primarily events and awards. And Tier 3 is everything else. Tier 3 uses a type-only treatment of initiatives to reduce logo clutter.

Each Tier 2 event is supported by a custom banding system. The first to roll out was Ad Age Next with a warm palette and consistent band height.

OCD project page

New Logo and Identity for AdAge by OCD
New Logo and Identity for AdAge by OCD
Sub-brands.
Advertising moves fast. The news moves faster. Ad Age needed a rinse-and-repeat system that looked fresh everytime. The typographic tool kit leans into Ad Age’s newspaper heritage; three typefaces and a commitment to easy-reading columns on all platforms.

The bands of color further supported efficiency. When you need a design element, you have all of the stripes. When you need the design to get out of the way, you have fewer stripes. The seventeen-color palette brings variability.

OCD project page

New Logo and Identity for AdAge by OCD
Type and colors.
New Logo and Identity for AdAge by OCD
One-page guideline cheat sheet.
New Logo and Identity for AdAge by OCD
New Logo and Identity for AdAge by OCD
Business cards.
New Logo and Identity for AdAge by OCD
Banners.

The identity is based on a system of colorful and bold stripes with the logo sitting prominently on the top or the side along with a solid use of clear and bold typography, giving it flexibility to adapt to banners, newsletters, social media posts, and more.

New Logo and Identity for AdAge by OCD
Tote.
New Logo and Identity for AdAge by OCD
Pillows and mug.

Oddly, I really want one of those pillows.

New Logo and Identity for AdAge by OCD
Sampling of old covers.
New Logo and Identity for AdAge by OCD
New covers.
New Logo and Identity for AdAge by OCD
Interiors.

The magazine is a major improvement with the covers having a really bold presence and now that the logo isn’t 5 miles long, “AdAge” sits big and proud at the top. The story callouts on the cover are nicely handled inside the color bars and the serif, Exchange, adds a great touch of classiness. Overall, this is a very positive evolution that breathes new life into what looked like a really tired, out of touch brand.

Your opinion…

On Logo


Total

On System


Total

On Magazine


Total

Comments


Logo Before & After
Magazine

Share ›

Spotted Around the web

New Logo for KBPS

New Logo for KBPS
 
Spotted Jan. 16, 2019

Pinned Recent, Big Stories


Curated Full Circle

New Logo for OpenTable

New Logo for OpenTable
 
Posted Mar. 4, 2015