New Logo for New York Times Video: Work-Order

Curator: Dan Rhatigan
date: May 6, 2014
Categories: Brand & Identity Design, Motion Graphics
Relationship of the new mark to the established T logo

This is just one element of an overall visual branding system by Work-Order (Keira Alexandra and Kiffer Keegan), but I think this small tweak to the well-established T mark used by the Times is elegant and clever enough to deserve a highlight.

With some help from Matthew Carter to “make it perfect,” it’s a playful twist combining two familiar visuals: the T, as well as an icon for a “play” button that’s so common it’s taken for granted. Together, though, they make a nice combo—effective, but not such a ground-up reinvention that it can’t adapt, if needed, as the brand develops.

Billboard concept for New York Times Video

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