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.
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.
— REBECCA HOWARD, GM VIDEO, THE NEW YORK TIMES