Opportunity

The Athletic has over 1m paid subscribers, placing them in the top 5 of subscribed news sites, along with The New York Times and Wall Street Journal. As their audience grew, they needed to develop their brand story, and expand their creative toolkit.

Outcome

The purpose — Immerse fans in the power of sport — places fans first, while recognizing the emotional and cultural impact of sport. The identity builds on the purpose, using the inline as the connector — connecting fans to sport while becoming a consistent brand signature throughout.

In partnership with A2-TYPE, a custom inline font was created, based on A2’s Regular Slab and the logo itself.

Top 10 Best in Typefaces
Brand New, 2020

Acquired by The New York Times for $550 million after brand launch.