WORLD Brand Identity
Brand Architecture, Logo, Guidelines, and Collateral
WORLD Magazine's tagline neatly sums up what they do: . Operating from what they call "Biblical Objectivity," WORLD is a nonprofit organization that reports on stories from around the world, often covering events that one won't hear about through traditional media outlets. In addition, they report on the latest books, movies, and views in popular culture.
In 2009, a strategic shift began, with the vision to grow from a medium-centric news magazine to a message-centric news organization. WORLD retained Metagramme to create a new brand identity from the ground up. We dropped "Magazine" from their logo, and created a new symbol and logotype which reflects their global ambitions, as well as their foundation in traditional Christian values. We went on to design their stationery, direct mail, and collateral, and consulted on the magazine redesign alongside the in-house design department. Metagramme continues to work closely with WORLD to develop new media platforms.
Directly below is the final logo, showing two of several color variations used in the system. Directly below is our alternate concept. While we're pleased with the final result, we still like this concept a lot. It allows for modular branding of the entire organization. From top to bottom: WORLD, God's World Publications (parent company), God's World News (children's magazine), and WORLD Journalism Institute.