Goal was to give them a strong, current brand with font and color combinations appropriate for the financial and news industries. It was an interesting challenge, to say the least. To create a brand which communicates the idea at once of finance and international and news just by looking at the logo, without the logo being too literal. Questions arose of how to incorporate an abstracted globe without looking like any company’s brand containing a globe that’s ever been done before: think AT&T, Pan Am, United Airlines, NASA, etc. And we needed to work out bold yet conservative colors and font pairings that were suitable for a world news company or a financial investment company.