Huffpost’s New Look
The Huffington Post surprised readers recently with a complete brand overhaul. The change comes as the 12-year-old news site aims to resonate better with its audience and wants to “restore trust” in its news. The site and news organisation now trades as ‘Huffpost’ instead of ‘The Huffington Post’ in a bid to “become better listeners” and pay attention to user feedback – ‘Huffpost’ is typically the nickname the organisation has been called by its audience for the last 12 years.
The move comes around 9 months after Huffpost’s founder, Arianna Huffington, announced she was to leave and start a new venture last August. Some have suggested that getting rid of its founder’s last name is reflective of this departure. Editor-in-chief Lydia Polgreen insisted this wasn’t the case: “Everything that Huffpost is today stands on the shoulders of what Arianna Huffington built, so I think it is in no way meant to diminish or distance us from that legacy.” She added that, “It’s just trying to catch up with the times and how people now think of us [and it’s] what our readers call us anyway”.
The brand has modernised from the thin, green, serif typeface previously seen; and replaced it with sans-serif, all-caps typeface National, set in bold italics. The turquoise shapes either side of the name form a square when set together, and these have formed the logos for Huffpost’s Facebook page and its many sister pages that feature the square in different colours. The green slashed shapes are “reminiscent of the slashes in URLs”, says Julia Beizer, head of product at HuffPost, which aims to indicate the site’s history as a digital-only news publication.
So, how can a rebrand work for your business? Rebranding is always tricky and can be a risk, as consumers will be used to your current brand identity. Controversial rebranding was seen recently with Instagram’s image overhaul. The social media giant got a huge makeover this time last year to its current , but received a large backlash from users who didn’t see the benefits of removing the vintage camera. Instagram’s rebrand wasn’t necessary, but it refreshed the company’s image completely, and if anything, encouraged interaction with the brand and the app. This proves just how much a new design can create conversation amongst users and generate PR. Press or social media discussion around your brand demonstrates that your image has got people talking, and it will be exposing your business to more people than it would have in the weeks leading up to the image re-brand. We see that consumers are typically reluctant to accept change again and again, but brands need to constantly be thinking towards the future and adapting to the times and audience opinion in order to grow. George Bernard Shaw is famously quoted as saying, “Progress is impossible without change”.
Rebrands can invigorate your business, bring in new clients and consumers, and dramatically alter your brand’s audience. Reinventing your logo using inspiration from your current one encourages continuity for the consumer whilst bringing in a fresh image. This is how your rebrand should feel – like a breath of fresh air for your business! Allow your team to get creative and inspired in order to lead your business in a new direction and see how growth can be achieved.
Does your brand need help pushing its new image via social channels or email marketing? Speak to us today!