When USA Today was looking to create a cohesive visual language among the over 50 local news brands in their network, they tapped DKNG to develop a system of iconic badges that would reflect the individuality of each newspaper, while at the same time working within a consistent style that would make the entire network recognizable and ownable. Working with the in-house team at USA Today, we worked to develop a unique iconic illustration to represent each city/region while also developing a range of marks to work in various applications - from full color textured illustrations for large format and digital usage, to one-color icons for small scale web and print applications, as well as a range of options in between.
In total we produced illustrations for 50 different local news brands within the USA Today Network, now used across their branding from signage, wall graphics, mastheads, websites, social media, merchandise, apparel, and print collateral. We also worked with USA Today to produce style and usage guidelines, allowing them to clearly communicate best practices to design teams throughout the country, and providing the tools to produce additional illustrations in-house for future brands to be included in the network.
