Flexible Design Speaks For TimesTalks

TimesTalks bring The New York Times journalism “from the page to the stage,” through live conversations with visionary voices in film, art, theater, music, technology, fashion, politics and business. Base Design‘s New York office worked with the Times to design a new visual system that cements its leadership in live journalism, captivates a diverse audience, and reflects the unique cultural relevance of every discussion.



By taking a content-first strategy –  leading with speakers, ideas, and topics – Base developed a system that can respond to each guest and feel fresh despite 60 yearly events. With 212 color combinations and 24 cuts of Franklin and Cheltenham, the system allows a flexible range of expression within a cohesive system: from serious to playful, bold to serene while the left-right arrangement of text nods to dynamic dialogue. The visual system comes alive on the web, where visitors are able to watch live talks or browse an extensive archive of past discussions.