The saying goes, "if it's not broke, don't fix it." The Newsroom brand is now 10 years old and it works, but it is in desperate need of a refresh. In the past, they tried various newspaper-style brands and magazine styles, but it always felt a bit tabloid. Additionally, the news playing constantly on the screen hasn't been good news lately, so we wanted to flip this on its head.
Our concept was to simplify everything, infuse it with character, play on headlines, and broadcast good vibes. We created the tone of voice by leading with the headlines, which are confident, direct, cheeky, and play on concepts related to broadcasting and news. We removed all hints of vintage to avoid clashing with their sister bar, Jackson the Tailor downstairs, and modernised the newspaper concept and style. We illustrated the fold and used bold typography to create catchy headlines that dominate the real estate, giving the Newsroom its cheeky charm.
The Newsroom bar is directly opposite the newly rebuilt St. James's Quarter, a new retail hub hosting high-end brands, and we wanted to catch the attention of shoppers as they leave. We reimagined the logo by simplifying it, removing the vintage Didot serifs and delicate lines, to create a classic, still-serifed, but more chiseled, clean, and modern design with a hint of character. The result is a brand that stands on its own, perfectly eye-level with shoppers exiting the St. James's Quarter.