AP Joins the Twenty-First Century

Founded in 1846, the Associated Press (AP) is a not-for-profit global news network that provides coverage of world events in text, photos, graphics, audio and video that serve thousands of daily newspaper, radio, television, and online customers. AP counts with 3,700 employees (two thirds of them being “newsgatherers”) in more than 300 locations worldwide. Yesterday, AP introduced a new logo and identity system, the first change in 30 years, designed by Brooklyn, NY-based Objective Subject. Our iterative process generated an option with a red underscore, which we dubbed ‘the prompt,’ that evokes AP’s emphasis on editorial rigor and precise and accurate approach. Setting the letterforms in black on a white backdrop proved to further highlight these values, whil