Brand Identity

Visualizing Slate's story-making process.


As one of the pioneers of online journalism, Slate has maintained a consistent editorial tone that’s loaded with wit, curiosity and insight throughout its 22 year history. However, during that time the internet has evolved significantly whilst Slate’s visual expression hadn't. We were asked to bring Slate up-to-date with a brand identity that better represented the organization’s attitude and unique journalistic tone.

Our approach was to visualize Slate’s story-making process with a language that feels like sifting through the news, looking for hidden clues and cracking the code that blows open the case. The design system gives Slate a bolder typographic expression and tools to create bespoke key art for articles and podcast covers, resulting in a unique visual voice befitting the quality of the journalism.