AP revamps brand identity

The Associated Press (AP) is readying the first major change to its visual branding in 30 years, which will be unveiled next month, as part of a wider strategy to unite all its products and services under one brand identity.


The business hopes the new branding will create a more consistent look across all its media brands, in line with its master-brand strategy to better integrate both its print and digital title over the next twelve months.

The revamp will introduce an updated logo, which is now black, with a bold red line underscoring it. It will be first unveiled during the company’s coverage of the Oscar’s on Sunday (February 26).

No marketing activity will be done to promote the revamp, with the company looking to “soft launch” the logo and gauge public opinion.

AP Logo

Ellen Hale, vice president of marketing and communications at AP, says that the revamp needed to happen this year, ahead of new digital titles being launched, to achieve the media company’s aim to be associated more clearly with all its titles.

She adds: “We’ve been pursuing a master-brand strategy, however up until now our products haven’t been properly aligned for us to extend one global identity effectively to our customers. With our digital portfolio expanding we felt that now was the right time to go ahead and overhaul our branding for the first time in 30 years.”

The AP will roll the new identity out across its print titles and new digital products, including a revamped AP Mobile news app, from next month, before extending to its video, archive and image online portals later in the year.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here