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The Associated Press is the essential global news network, delivering fast, unbiased news from every corner of the world to all media platforms and formats. Founded in 1846, AP today is the largest and most trusted source of independent news and information. On any given day, more than half the world’s population sees news from AP.

The Associated Press has rolled out a new visual identity this year. The identity system is the first significant change in AP’s look in 30 years and follows the development and implementation of a master-brand strategy in 2010.

“We have world-class content and world-class products and now we have the world-class look to go with them,” said Tom Curley, AP president and CEO. “This new look, from logo to color system, translates to AP’s growing portfolio of digital products and platforms, and distinctively relays our role as the definitive source for news.”

AP Process Video from Objective Subject on Vimeo.


The identity system significantly expands the range of colors and designs available for use in AP products and services. The new logo draws on the legacy of the old one, employing the well-recognized stencil pattern, but the AP logotype is now black, with a bold red line underscoring it. The logotype and line are encased in a white holding box. The creative system was developed by the New York design firm Objective Subject.


In my opinion the new mark is not a bad logo but it feels like a step backwards for the brand in a sense that they are losing identity. I think the new logo will work but I feel like they could have pulled from the previous logo’s strength a bit more. I think even if they had stuck to the original orange this one could work better. The new vertical look of the letters somehow lacks excitement and character for me.

I’m surprised that they didn’t play off of the type; the A and P’s mid line’s being connected, or at least somewhat even, as it has been off and on since 1933. I think this factor contributes in making this look like two individual letters rather than a unified logo.

On the other hand the logo itself including the white square and red stripe, especially in the application, is very bold and stands out. It’s very iconic and sticks in your head even while being simply a square and a red stripe in retrospect. I think overall they did a decent job and the more I look at this logo on different advertisements the more it grows on me slightly, especially when applied over a photograph.

It speaks very loudly there which I’m assuming was one of their target goals considering AP Images is the world’s largest collection of historical and contemporary photos. I feel like this one is overall good, not great and makes me wonder why they chose so much dark grey background for their new brand introduction. I hope they stick to more photography overlay, as it seems to complement the brand image so nicely.




The system employs a master-brand approach, with all business units, products and services united under a single logo. Curley has worked to bring the company’s array of offerings – from content products in all formats to media services such as the software system ENPS and Global Media Services – under one look and feel since he joined AP in 2003.

Check out AP’s new Brand Manual PDF. Here are some screenshots below:




Also even more recently The Associated Press released a major redesign of its popular award-winning mobile news app, AP Mobile, featuring an all-new look, in-depth coverage of major stories and enhanced local news presentations from AP member newspapers and broadcasters around the country. They have also updated with the new look just this month.



The new app has a powerful visual design that goes beyond the latest news headlines to introduce rich content experiences curated by editors just for the app. Two new enhancements in particular seek to differentiate it from other offerings: Big Stories and Local News. The new features are available exclusively at launch for iPad, iPhone and iPod touch users.

“AP Mobile is now the most robust and easy-to-navigate app for news,” said Tom Curley, president and CEO of The Associated Press. “It combines customizable news feeds, news stories from local publications and breaking news from around the world all into one interface. The new design and feature set of the AP Mobile app set a new standard for how people consume news on their iPad, iPhone and iPod touch in what is sure to be an extraordinary year for news.”

Developed by The Associated Press, the AP Mobile app is an award-winning multimedia news portal providing anytime access to international, national and local news from AP and other trusted sources. In the four years since its first release, AP Mobile has been downloaded by more than 3.5 million iPad, iPhone and iPod touch users.

The “Big Stories” section of the new app will feature in-depth major stories, told through text, photos, videos and interactive graphics. The app also includes a direct link for users to send news tips to AP. Throughout the year, the new app will give “Big Story” treatment to the national election and the Olympics, among other scheduled events and breaking news stories that capture the public’s attention.

“The application that first put all the news, from global to local, together in one place is now even better,” said Michael Boord, global director of AP Mobile. “Our goal is to give iPad, iPhone and iPod touch users unparalleled access to the breadth and depth of multimedia content from the AP and its membership.”

The Local News section will enable users to view stories from their favorite local publications by brand as well as by geographic location. Users can easily find local sources by entering the city or Zip Code of their choice. For the first time, content will be curated by participating publishers and broadcasters, who will be able to select the stories they feature from their own news reports.

In addition, the app provides enhanced display for both national and local advertisers. “Along with our goal of adapting to how people want to get their news, we believe our new look opens up exciting opportunities for sponsors and advertisers,” said Boord.

The app also represents the first external display of AP’s new visual identity and logo – the first in more than 30 years. The new logo will roll out to other AP properties in the coming months. The new brand platform will help unify all of AP’s business lines under one consistent look and logo and increase its market recognition as the definitive source for news.

“That’s why AP Mobile is so exciting,” said John Gullion, managing editor, the Citizen Tribune, Morristown, Tenn. “The knowledge and skills of the Associated Press team building cool new features while consistently improving existing ones combined with our local news content gives us a powerful tool to remain relevant. It’s a combination that we feel can help our paper – and our advertisers – increase our reach into the ever-growing digital market.”

Press Release

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