Chicago Sun-Times newspaper had the opportunity to become best-in-class under new ownership. Our Ogilvy design team was part of the process to improve the identity and product completely. A source that aimed to be trustworthy to a new generation of readers without alienating current readers. The “Gritty” aspect of the newspaper is hard-working, brutally honest, unflinchingly brave, 100% dependable, and the people’s champion. The logotype design is based on two important qualities: Civic Pride/Passion + Utility.
The utilitarian aspect of the logotype is represented by Benton Sans font, a modern rendition of a longtime favorite among newspapers, Franklin Gothic. Benton Sans scales easily, boasts a wide variety of weights, and pairs well with other faces, making it an extremely hard-working, flexible typeface for the Chicago Sun-Times. The pairing with Farnham is aesthetically proportioned due to similar letterform dynamic and energy which allows the two typefaces to work together well.
