The Arkansas Traveler
Comprehensive Brand Redesign
2009
Comprehensive Brand Redesign
2009
In 2009, I started working at the student-run newspaper at the University of Arkansas, The Arkansas Traveler, as a graphic designer. At that point, the identity of the Traveler had been the same since the early 1990's, so I suggested a potential redesign. What started off as a student class assignment turned into the actual branding for the paper for several years.
These were the two main horizontal/vertical logo treatments for the identity. I wanted to portray the journalism department and University of Arkansas without it being too 'obvious', such as using a razorback or Old Main. The final 'Quote' mark was chosen to help complement the circular badge aspect of the logo as well as to symbolize the language of news - quotes.
Along with the main 'quote' mark, I designed several other 'badges' that would accompany different parts of the paper and/or website. Each badge had a unique color and typographic mark, which recalled the journalistic aspect of the newspaper.
Occasionally, the Traveler would release a special edition of the paper for weekends called "The Arkansas Traveler Weekender". This logo was designed to help mark that this special edition was both uniquely distinct from the regular editions of the paper as well as the 'magazine-like' quality of it.
Examples of front pages of actual papers. While I personally did not lay out everything on these, they are based on my templates and were overseen as each section editor worked on their respective section.
Examples of front pages of actual papers. While I personally did not lay out everything on these, they are based on my templates and were overseen as each section editor worked on their respective section.
The identity of The Arkansas Traveler primarily utilizes two typefaces: Scout Condensed and Minion Pro. Scout Condensed is a clean sans-serif that was primarily used as a headline typeface. Scout, the regular version of the typeface, can also be used in collateral or advertising, but not as a headline. Minion Pro is a traditional serif that simultanously acts as a complement to Scout Condensed, adding a classical foil to Scout’s modern touches.
