Brand Identity System
Brand System Guidelines
Redesigning a political news outlet.
Salon Media Group has driven the national conversation since 1995 through its fearless journalism. Their award-winning content reaches an audience of approximately 20 million monthly unique visitors. Salon covers breaking news, politics, entertainment, culture, and technology through investigative reporting, commentary, criticism, and provocative personal essays. After almost 20 years with their current branding, we were tasked with both a rebrand and a full website redesign. For the rebrand, our approach was an “evolution” rather than “revolution.” However, the website redesign would be a complete overhaul. We partnered with Wildebeest to make it the most forward thinking platform from a usability and development perspective.