This is a brand design by The Economist in collaboration with design studio Nomad.
The move, which took about six months, redefined the Economist’s visual language for the digital age while maintaining its distinctive identity. The iconic red and Economist serif typeface were retained, and a new design system was created that would deliver a consistent experience across a range of media, including podcasts, videos and live events, building on the brand’s 180 years of editorial authority.
The core element of the design is the 'glyphs'. These symbols, which were previously used as periods at the end of articles, have now been reborn as a visual language that composes marketing texts, emphasizes key messages, and adds rhythm and precision. These visual elements, along with The Economist's unique sharp writing style, further strengthen the brand identity.
An integrated marketing campaign was launched in conjunction with the brand renewal, focusing on the UK and the US, and Nomad worked closely with the entire process from strategic planning to visual and language identity design, motion design, and toolkit development. It is also notable that thorough preparation was made to ensure that the campaign could operate consistently across all touchpoints.
