The Huffington Post rebrands to Huffpost, with dramatic new visual identity by Work-Order

The Huffington Post has today rebranded to Huffpost, with a dramatic revamp of its visual identity by New York-based design agency Work-Order. This includes the site’s first ever redesign in its 12 year history, a new logo and name change across all platforms and social channels.

The newly renamed brand uses a bold sans serif font, starkly different from its previous logo and more reminiscent of tabloid newspaper masthead. It is italicised and capitalised, and features a forward-slash shape that brackets the name, which Julia Beizer, head of product at Huffpost, says “symbolises the company’s movement forward” and “subtly pays homage to our heritage as the first scaled digital-only news brand by evoking the forward slash found in URLs”. It also uses a brighter, neon version of its brand green.

The ‘slash’ device is applied to headlines, bookending the text, but also stands alone as the ‘H’ icon. Work-Order has used this device in motion graphics, as an ident for videos and app loading icon.

According to the publisher, the identity has been redesigned to represent its dedication to “authentic” and “accessible” news. The rebrand has been undertaken under new CEO Jared Grusd and editor-in-chief Lydia Polgreen, who says the updated identity “reflects our bold promise to help readers know what’s real and what really matters”.

The homepage has been overhauled, with a focus on a “bold, visceral ‘splash’ image for the day’s top story. All 17 of the international editions will carry the new logo and branding, with a full redesign rolled out for each edition later this year.