AP unveils new logo for first time in 30 years

AP
The Associated Press announced a new logo this morning, an update of the one that’s perched elegantly atop stylebooks for 30 years. The letters are now black, the “A” no longer leans against the “P” in an avuncular fashion, and both letters are on the same baseline. A red bar under the letters recalls the previous color scheme. The “stencil look” of the previous logo is preserved, but the “bridges” (the gaps in a stencil) are more pronounced.

The new logo (shown right) was produced by the New York design firm Objective Subject. Its predecessor (shown left) was designed internally three decades ago.



Here’s a look at all the AP logos through the years:

The AP has had eight logos, including the new one, since 1900. Note: Though the newest logo says “2011″ it was actually introduced in 2012. This video also shows the logos through the years.
The branding package comes with some guidance on color, typography and integration of the logo with images.

Retiring AP president and CEO Tom Curley explains the evolution in a video:

Among the logo and branding treatments shown, there is a cover treatment for this year’s edition of the AP Stylebook, to be released in the spring. The treatment is one of the options they’re looking at as part of the rebranding, but “we haven’t settled on this year’s cover yet,” says Colleen Newvine, Stylebook product manager.

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  • http://www.facebook.com/people/Bill-Blais/100000298366298 Bill Blais

    As a typographer ( and a newspaper artist ),
    I feel that the angles of the letters were more
    cohesive and dynamic in the previous “AP” logo.

    The underline needs to be close enough to the
    letters to hold the baseline and strengthen the composition.
    When placed too far away, they risk being seen as
    a separate and distractive element and possibly being
    associated with some other nearby object(s)?

    GraphicArtGuy.com

  • Anonymous

    Wow, first Apple’s iTunes logo looks like a kid just discovering Photoshop and now it looks like someone’s just getting the hang of Adobe Illustrator and outline type.

  • DF

    Thanks for keeping the “disconnected” letters as a metaphor.

  • Anonymous

    @thx2600 , i sit corrected. thanks for the correct spelling.

  • Anonymous

     yin yang… not “ying” yang…

  • Anonymous

    They paid an agency for this?!

  • Anonymous

    They paid an agency for this?!

  • Anonymous

    ”The flag looking part of the “A” is now facing the opposite way…
    maybe they are changing direction? New winds of change?”
    said BenCh earlier and Jim Shapiro also above, noted:
    ”Dear BenCh – By george, you’re right!
    From the perspective of those behind the new logo, that leg of the A
    is now facing to the LEFT!
    Finally! Definitive proof that The Media is liberal!”

  • Anonymous

    And Andrew, you forgot to mention. My eagle eye despite diabetes type 2 macular degeneration coming on slowly tells me that the A is also different. LOOK AGAIN! In the NEW logo, the horizontal bar of the middle part of the A comes from the right side now, not the left side. Does this mean AP is goingright on us, or just a fluke? Any reason for that. Perhaps you can ask the design mavens. i love the new logo, btw. Grade A in my book. But why the new horizontal line from the right. Ruins the ying yang, no?

  • Anonymous

    LOOK AGAIN! In the NEW logo, the horizontal bar of the middle part of the A comes from the right side now, not the left side. WTF? 

  • Anonymous
  • http://www.facebook.com/people/Linda-Coburn/617846675 Linda Coburn

    Booo. And why is the red bar so ridiculously far from the letters? It doesn’t even seem to be part of the logo.
     

  • Anonymous

    And Andrew, you forgot to mention. My eagle eye despite diabetes type 2 macular degeneration coming on slowly tells me that the A is also different. LOOK AGAIN! In the NEW logo, the horizontal bar of the middle part of the A comes from the right side now, not the left side. Does this mean AP is going
    right on us, or just a fluke? Any reason for that. Perhaps you can ask the design mavens. i love the new logo, btw. Grade A in my book. But why the new horizontal line from the right. Ruins the ying yang, no?

  • Anonymous

    A lot of wasted foolishness. AP’s logo is the least of it’s problems.

  • Anonymous

    ’33 is the best of the bunch.
    Bring back art deco.

  • JH

    Terrible. The previous one was fine.

  • http://www.facebook.com/jennie.geisler Jennie Geisler

    Why?

  • Anonymous

    no better, no worse. just different.

  • http://www.facebook.com/people/Ryan-Henry/702848087 Ryan Henry

    Meh. The logo isn’t an improvement.

  • http://twitter.com/gfreishtat Gregg Freishtat

    The change is startling!!  Really?

  • http://www.facebook.com/profile.php?id=504633504 Dan Mitchell

    “Avuncular?”