Scripps News Network Rebrand
Newsy originally launched in 2008 as a new syndication platform, eventually transitioning in 2017 to a more full-featured streaming network. In 2021, Newsy made another transformation into a live 24/7 over-the-air news network. We were fortunate to be able to help launch this reimagined news brand. And, in 2023, as Newsy transitioned into Scripps News, we were there to make sure the transition was seamless, keeping all of the characteristics of the 2021 brand launch with key updates for its next chapter in the news market.
In 2021 Newsy needed an updated brand identity, complete with a new logo that would help solidify its place amongst the other top-tier live news organizations in a heavily saturated market. We started with a focus on Newsy’s dedication to covering all angles of a story and developed an entire on-air package and social toolkit from that insight.
The 2023 Scripps News updates picked up where we left off, leaving the original design strategy in place, with small tweaks to accompany the new logo and refined color palette.
This just in…
One thing that didn’t change with the Newsy or Scripps News rebrand was their approach to sharing the news. Their motto, “Be informed — not influenced” served as a solid foundation for us to explore some interesting design directions.
What’s the news?
During the discovery process, we found that a large group of news media outlets relied on traditional red, white, and blue color schemes, while others pushed as far as possible in the opposite direction.
We knew that Scripps News (then Newsy) wanted their brand - just like their coverage - to find a place in the middle that invited all viewers rather than alienating some.
We focused on concepts around forward movement, breaking down the pieces, and enlightening viewers without leading them.
Creating a logo with direction
The Newsy logo we developed was a consolidation of these concepts, representing movement, direction, and a place in the middle. The "N" is nestled between four arrows, resembling a map compass or legend. Arrows point in each direction instead of one side or the other. The logo communicates balance, perspective, and revealing the bigger picture - all important tenets of Newsy's mission.
The client team wanted to keep those ideals intact with the transition to Scripps News. So, they supplied an updated logo that included nods to our directional arrows from the Newsy logo design.
Shades of the truth
Purple was the primary color we used for Newsy’s updated brand identity. Purple is an underused color in the competitive landscape, and it has symbolic meaning relevant to Newsy's position in the marketplace. Purple combines the calm stability of blue and the fierce energy of red.
With Scripps News, the company wanted to move the color palette closer to the overall Scripps brand. That meant pushing the primary color to a darker blue, while maintaining elements of purple that continue to reinforce the symbolic meaning behind the news brand.
Our final story tonight…
The elements of the on-air package combine our directional guides in multi-layered compositions that continue our themes of movement and breaking down complex themes. We included day and night versions to remind the viewer that this news is live and in the moment. Additional pops of color keep the package fresh without distracting from our core palette. And, the entire package feels distinct from the competition without being extreme or isolating.
Before we sign off, one final note: It was a pleasure working with the teams at E.W. Scripps and Scripps News and a real thrill seeing the new brand direction come to life on air.
Credits
Client: E.W. Scripps Networks
VP Marketing Creative Studio: Larry Morris
VP Creative Design: Garrett Cook
Art Director: Rob Wright
Art Director, Creative Design: Kelly Turner
Associate Art Director of Scripps News: James Jackson
Creative Project Manager: Dynasty Tennison
Director of Production: Patreece DeChabert
Production Company: Elevation
Executive Creative Director: Stephen Cocks
Executive Producer, President: Steph Carson
Creative Strategy Director: Brett Rakestraw
Producer: Alina Klopach
Creative Director: David Hendrix
Art Director: Dianne Frisbee
Designer/Artist: Brendan Pritchett
Designer/Artist: Sean Kiley
Designer/Artist: Justin Betham
Designer/Artist: Kito Kondowe
Designer/Artist: Vernon Roberts
Designer/Artist: Jansen Lourens
Designer/Artist: Daniel Cooper
Designer/Artist: Zoe Filutowski