USA Today Logo

USA Today Logo

One of the three nation’s largest newspapers by circulation, USA Today is distributed not only in all 50 states, but also in Canada, Asia, and Europe.

Meaning and history USA Today Logo

Logo USA Today

The original USA Today logo, which was used from 1982 to 2012, consisted of a simplistic rendering of a globe and a bold, uppercase wordmark next to it. Both the emblem and the letters were given in white against the dark blue background.

2012 USA Today symbol

USA Today Symbol

In 2012, USA Today went through a complete redesign of all its platforms, which of course included the logotype. Gone were the globe and the 1980s stripes. Instead, a simple blue dot appeared, to the left of the wordmark. In contrast with the original logo, the wordmark grew smaller in comparison with the circular emblem.

Idea behind the new emblem USA Today

USA Today Logo Emblem

The Wolff Olins brand consultancy, which was responsible for the redesign, was trying to create a flexible, live infographic that could be modified according to the situation in the world. The simple circle meets the requirement perfectly: it can serve as a container for any picture reflecting the news.

Font of the USA Today Logo

Font USA Today

The modernist sans serif all-cap type of the original USA Today logo preserved almost unchanged in the current one. To ensure better legibility, the distance between the letters was stretched a bit, so the current logo works better at small sizes and reads more clearly at longer distances or smaller resolution.

Color of the USA Today Logo

Color USA Today Logo

The new approach to the color palette enabled the company to build in its co-brands and franchises without having to compromise the identity of its master brand.

The so-called master logo features the light blue color on the white background, while the wordmark is given in black. The flexible brand system suggests using the following colors for the co-brands and franchises: green for Money, red for Sports, violet for Life, orange for Tech, and teal for Travel.