The Washington Post Motion & Video Identity

As part of the effort to shift public perception of The Post, the company’s internal video communications served as a jumping off point in instilling The Post’s fresh new image.

The Washington Post was founded in 1877. Its image has transformed and shifted throughout the years, but as its longstanding legacy continued to age and grow, so did the need to preserve a recognizable visual identity.

Changes to the visual identity needed to be the right amount of drastic, but still be rooted in the familiar. To usher in a new era and a new look for The Post, some examples of change that I injected into our motion identity included:

• Leaning into different scales and weights of our brand’s typeface

• Expanding an existing internal motif of floating colorful squares to bleed into transitions and layering of videos and imagery

• Dynamic imagery selection, exclusively

• Bespoke animated graphics