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Erik Wemple
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Posted at 12:06 PM ET, 02/23/2012

AP logo change is a change. And that’s all.

The longtime, classic, sturdy, elegant, wonderful, unconnected-letter Associated Press logo:

Introducing the new, blacker, leveler, less leany, underlined, unconnected-letter Associated Press logo:

An AP press release reports that this is the “first significant change in AP’s look in 30 years.” Which explains in part why it bothers me so much: The wire service is chipping away at my nostalgia for my college days (I’m 47). If the AP’s ’80s design sensibilities can’t last centuries, what can?

Not to mention the corporate parsimony at work here. Why not shell out for the ink to finish off the crossbar on the “A” and close to loop on the “P”? Just what are those spaces accomplishing? Isn’t the AP all about crossing the “i”s and dotting the “t”s?

In the words of a design-junkie friend: “Radical! I hope they’re ready for riots on the streets. (Well, I guess they always are.)”

We’ll give the AP itself the last word on this betrayal, to which I vow never to warm: “The new logo draws on the legacy of the old one, employing the well-recognized stencil pattern, but the AP logotype is now black, with a bold red line underscoring it. The logotype and line are encased in a white holding box. The creative system was developed by the New York design firm Objective Subject.”

By  |  12:06 PM ET, 02/23/2012

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