AccuWeather, established in 1962, is the world’s weather authority. They provide local forecasts for everywhere in the United States with over two million locations worldwide. In addition, they provide products and services to more than 175,000 paying customers in media, business, government and institutions. AccuWeather headquarters in State College, PA, is home to the greatest number of forecast meteorologists in one location anywhere in the world. (Source)
The new and cohesive mark and colors were designed to reflect AccuWeather’s unique qualities of accuracy, innovation, and accessibility while promoting a consistent and unified look across all media platforms.
The updated identity system prominently features a sun icon along with the “AccuWeather” name appearing in a warm orange tone. Orange was chosen as the new corporate color after extensive international research on color usage and meanings in various cultures. The orange tone is meant to reflect warmth, friendliness, and trust.
The sun icon will now serve to symbolize the brand in various digital venues, including smart phone and tablet applications and across social media. The clean, precise design of the sun, as well as the characters used to display the AccuWeather name, was created to help the logo better fit various sizes and applications in the digital world. The clean design is reflective of the brand’s sharp focus on accuracy.
White on orange version
Additional logos in the branding system include a complementary mark for AccuWeather.com, the world’s fastest growing weather site and number one mobile weather destination according to comScore, and AccuWeather Enterprise Solutions, the company’s B-to-B division that provides custom weather forecasts for a broad client list including six of the 10 largest companies in America and 15 of the Fortune 50.
Dr. Joel N. Myers, Founder, Chairman, and President of AccuWeather and the creator of the commercial weather industry says, “The AccuWeather story is one of great scientific application, development, creativity, and ingenuity in providing the world’s most accurate weather forecasts. These new icons symbolize our distinct advantage over other weather sources.”
The launch of the new logo is marked by its appearance on AccuWeather.com and AccuWeather.com Mobile, as well as the debut of the new logo to the national television industry at today’s opening of the National Association of Broadcasters trade show in Las Vegas.
The new mark can be seen currently on the site, but none of the new adaptive colors yet. Although humorously, the new orange branding has somehow made it to the favicon.
“We hope that the new brand system helps tell our story across all possible media of being the world’s most accurate source of weather information,” said John Dokes, AccuWeather’s new Chief Marketing Officer. “We are excited to put a warm, fresh face on a brand consumers have trusted for years.”
The new app icon
AccuWeather Chief Executive Officer Barry Lee Myers believes the new brand identity system reflects the company’s standing as a global media leader. “The substantial growth of the AccuWeather brand and the continued growth of digital media have made AccuWeather.com the preferred destination for millions of people worldwide. These new logos position us for continued worldwide growth as they better represent our company with a consistent look on everything from television screens and newspapers to smart phones, tablets, and more.” (Press Release)