New York Times video branding logo

Moving from media to multimedia.

THE NEW YORK TIMES

When The New York Times began creating multimedia properties, they needed to bring their sprawling and untamed video library up to the design standards of their award-winning publications. With no in-house team able to do so, Work-Order was brought in to establish a strategy for the delivery of the brand’s video offering, as well as a cohesive, hierarchical design system to house the content.

To achieve this, we updated the video landing page to better serve content to viewers; created sections, or a system of channels, that paralleled the print and website experiences; branded all videos with a powerful logo mnemonic; designed a system to help visually differentiate content by subject, tone, type and length; and created an easy-to-implement video toolkit for use in the existing editing software.

LOGO • MNEMONIC • VISUAL STRATEGY • SYSTEM DESIGN • MOTION DESIGN 
New York Times video branding logo evolution

First, we altered the Times’ iconic, blackletter “T” to include a play button so viewers could quickly identify a thumbnail as a Times video. The film flash animation and rich-toned audio cue act as palate cleansers after the pre-roll advertisement and set the stage for the content.

A HIERARCHICAL TITLING SYSTEM

New York Times video branding before & after
New York Times video branding breaking news titling system
New York Times video branding titling system
New York Times video branding Times Documentary branding

From breaking news to full-length features, we used the classic structure of a newspaper to guide our design process, with the sections acting as a house of brands falling under The New York Times’ mother brand. We assigned minimally invasive graphic treatments to news pieces and a big, bold intentional style to culture and fashion pieces. Short and long-form documentaries received longer, rolled-out title sequences.

New York Times video branding title

The branding had to be “Timesian” and also honor the variety of content we cover, from serious/smart to light/stylish. And we needed a system that was quick and easy for our video producers to execute.

— REBECCA HOWARD, GM VIDEO, THE NEW YORK TIMES

New York Times T Magazine color theory
New York Times T Magazine color theory

© 2019 WORK-ORDER

© 2019 WORK-ORDER