This article is from the archive of our partner .

The Associated Press has a new logo -- its first in 30 years! -- and it looks much more upright instead of slanting off to the right as the old one did. It's also black, with a red underline, and the stencil-like look that's a little more pronounced, with larger bridges in the letters -- the bridge on the "A" also shifted from right to left. According to the AP's marketing package (PDF), the straight-up letters are supposed to send the message that AP leans over for nobody. The revised logo "is bold and straightforward and stands upright to stress integrity." Meanwhile, the new color scheme "shows the dynamic nature of our news company, and allows a much-needed flexibility to reflect our diverse array of products and services." As Atlantic associate editor Jared Keller pointed out on Twitter, the logo also resembles the logo for our sister publication, National Journal, which has a black NJ under a red bar.

Redesigning logos seems to be in the air these days. Microsoft just introduced its new one last week, recalling its early Windows brand. Looking good, everybody!

Here's the AP's logo through the ages, from its press package:

[Top image courtesy AP via Poynter]

This article is from the archive of our partner The Wire.

We want to hear what you think about this article. Submit a letter to the editor or write to