Umbrella is a newly launched independent news and culture platform that emphasises transparency and fact-based reporting from voices across the political spectrum. Umbrella’s MO is to challenge the often biased and agenda-driven nature of journalism. A platform to inform views, not prescribe them. Fond of revolution and existing platforms like Acclaim, the founding team needed an identity with challenger spirit to position themselves accordingly.
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OUTCOME
Identity
Web
Social
Identity design, web design and rollout across social, motion and more. The identity took initial cues from both modern political news platforms and 20th century events like the ’68 Parisian riots. It followed the core idea of featuring an asterisk to highlight the platform’s emphasis on transparency with an icon that also closely resembles a top-down or side view of an umbrella. In practical terms, this asterisk brand mark had use in noting the political lean of reporters on the website, as a motion device across video content and more. The identity also features a delibrately tight palette, opting to own a single colour in green to prioritise recognition and recall.
