The Associated Press: Global Rebrand
Modernizing an icon in media and news culture
The situation:
AP’s former branding had functional issues and did not meet the strategy of being a master brand. We needed to approach the new system with eyes toward the future of news to ensure this would succeed in all media channels. In 2009, AP undertook a strategic initiative to develop a master brand strategy that would define what makes us different from other news organizations, serve as a guide for business decisions, and clarify the values and traits all AP staff embody.
Since our creation 165 years ago, the AP has been the definitive news source. How do we best describe ourselves? Gutsy, resourceful, and connected. What do we value? Integrity, action, and independence. The new AP visual identity system brings these traits and values to life, creating a distinct footprint in the media marketplace. What is our approach? To be one AP, where we can cross-promote our services and products under one master brand system.
