The Associated Press took the wraps off a new visual identity and logo today.

The Associated Press (AP) revealed its captivating new visual identity today, marking a significant departure from its previous logo. The outdated sunken "P" and rusty red color tone have been cast aside to make way for a fresh, modern design. The two letters "A" and "P" now hover elegantly above a striking red line, exuding a sense of balance and authority.

The new logo's typeface maintains a seamless connection with its predecessor, but with a clever adjustment – the spaces between the letters have been widened, enhancing visibility and readability. This revision demonstrates AP's commitment to clarity and precision in delivering news.

This bold and straightforward logo serves as a powerful representation of the organization's dedication to integrity. The incorporation of visual elements like watermarks subtly alludes to AP's strong connections – with sources, customers, and technology. The revamped color palette reflects the dynamic nature of AP as a news company and grants the flexibility to showcase its diverse range of products and services.

The new visual identity, alongside the Masterbrand Strategy, embraces the "One AP" concept, uniting the organization under shared values, goals, and strengths. This toolkit provides AP with a unique visual system that sets it apart from competitors and embraces a forward-looking approach.

In tandem with the rebranding, AP has released an updated style and brand standards guide, available for download here on Adland®. These guidelines play a crucial role in elevating AP's brand recognition and reinforcing its reputation for delivering accurate and independent news. As a result, adherence to these guidelines is of utmost importance, as it ensures consistency and integrity in AP's communication with its valued audience.

This momentous change comes after the previous logo served faithfully for over four decades, ushering in a new era for AP's visual identity.