Opinions on corporate and brand identity work.

A division of UnderConsideration.








Share ›

New Logo and Mnemonic for Times Video by Work-Order
 

before

after

Noted Apr. 29, 2014 by Armin

Industry / Culture Tags /

About

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

Relevant quote
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

Images (opinion after)
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.
Opinion

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.

Your opinion…

On Logo


Total

On Animation


Total

On Mnemonic


Total

Comments


Share ›

Spotted Around the web

New Logo for Balenciaga

New Logo for Balenciaga
 
Spotted Oct. 17, 2017

New Logo for ISPO by Dorten

New Logo for ISPO by Dorten
 
Spotted Oct. 16, 2017

New Logo for OCESA

New Logo for OCESA
 
Spotted Oct. 16, 2017

Pinned Recent, Big Stories

New Logo for NASCAR

New Logo for NASCAR
 
Posted Jan. 4, 2017

Curated Good for Stencils

New Logo for WSP by Sid Lee

New Logo for WSP by Sid Lee
 
Spotted May. 16, 2017