The Texas Tribune

A nonprofit, nonpartisan news organization dedicated to keeping Texans informed on politics and policy, that reaches more than 2 million people across Texas and the rest of the country.

Project

10th Anniversary Brand Identity

Purpose

To celebrate not only the 10-year milestone of the nonprofit news organization, but to also highlight the thousands who have supported them over the years and the millions of readers who have kept them energized and inspired.

*Evolution from original mark to anniversary version*

Story

In 2019, The Texas Tribune celebrated their 10th anniversary. One of the things we heard most strongly from our conversations with Evan Smith, The Tribune’s CEO, is that “no one cares about our anniversary more than we do.” He felt that the anniversary and the branding that would go along with it shouldn’t focus solely on the Tribune’s accomplishments, but more importantly on the notion that they’ve been providing public-service journalism, what they view as a vital service for Texans, for 10 years.

In thinking about the identity, we wanted to retain the brand equity of their iconic yellow mark, but elevate it in way that felt celebratory and special without getting too self-aggrandizing.

By creating a "10" from their original mark with just a small tweak to the position of the star and a shadow to create the "0", the anniversary mark came to life. The mark went on to serve as a basis for a broader system that will carry them through their anniversary year.