Yesterday, February 23, the Associated Press (usually known as the AP) unveiled a new visual identity, its first logo change in 30 years. The new identity system was developed with the New York agency Objective Subject.
It keeps the two letters that signify the news agency at the center. To allow continuity with the previous mark, the new letters have some stencil characteristics, and the red color is kept in form of an underline, "just like it would underline an important fact".
The letters are always enclosed by a "container" in the form of a white square. In that sense, the image above is slightly misleading, as the square disappears against a white background.
The red line, which is referred to as the "prompt", can also be used as a separate element. Another new visual property is a series of "watermarks" - lines inspired by the AP letterforms that can be used as backgrounds and supporting graphics.
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