The Nation Redesigned By Athletics

Wordmark by Tré Seals

The Nation has officially revealed its new digital look by brand studio Athletics. Prompted by the need to better reflect their audiences, The Nation approached Athletics to revamp, amplify, and modernize their overall site experience to reinforce their position at the forefront of progressive political and cultural discourse. The magazine is said to be the oldest weekly in the country, originally founded by abolitionists in 1865.



The new editorial platform is designed to engage more deeply with users while celebrating its modernity and relevance. This encompassed re-envisioning the brand behaviors for digital while improving user journeys, taxonomies, simplifying article types, and increasing subscriptions and conversion.The Nation brand is contemporary but does not shy away from its heritage;  the large masthead and a strong use of scale allow The Nation to be bold and imaginative while retaining clarity and precision.



The signature red is the driving signifier for both brand recall and key actions. The openness of the white printed page is retained in digital while red rules are used for information delineation. A secondary palette has been introduced to help bring optimism and visual flexibility without overwhelming the core brand colors.



The homepage architecture has been redesigned for responsiveness to breaking news, announcements, suits of articles. The site is driven by content versatility. Political and cultural news, opinion, and analysis that The Nation is renowned for can be easily organized while preserving advertisement modules.



For the wordmark, Athletics worked with Vocal Type’s Tré Seals to improve its legibility for the digital age and to be more iconic while retaining a reference to its long history and original masthead.