The Huffington Post officially rebrands to HuffPost

The Huffington Post, the international media brand with 17 different local spin-offs, is today officially adopting the HuffPost branding, including site redesigns and a new logo.

A statement from the publisher said the significantly re-imagined branding was the first in its 12-year history and reflected the company’s “identity as a leader in providing people with real, authentic news and information in relevant, accessible and fun ways”.

“HuffPost is the pioneer of online journalism and continues to lead the digital news landscape,” said CEO of HuffPost Jared Grusd. “Our changes today build upon our heritage of continuous innovation. Today, we make a decided leap into the future. The rebrand and relaunch of our products symobilse our commitment to continually evolve to help our audiences connect with a world that is changing rapidly around them.”

HuffPost’s editor in chief Lydia Polgreen reiterated Grusd’s sentiments and said the new design reflect’s the brand’s “bold promise to help readers know what’s real and what really matters”.

HuffPost’s new logo across all its international editions

Explaining how the redesign aligns with the brand’s point of difference, HuffPost’s head of product Julia Beizer said: “We started with what we believe sets us apart – our editorial voice: down to earth, cutting through what doesn’t matter and getting to what’s real. These thoughts inspired the forward-slash shape that brackets our name on the top of our site and stands alone as our app and social logo.

“The shape symbolises the company’s movement forward into the future, and subtly pays homage to our heritage as the first scaled digital-only news brand by evoking the forward slash found in URLs.”

The new logo and branding have been rolled out today across all 17 of HuffPost’s international editions, including HuffPost Australia – the 15th international iteration of the brand which launched in partnership with Fairfax Media. Despite only officially announcing the international rebrand today however, the Australian edition of The Huffington Post has been known as HuffPost since its inception in 2015.

Back in 2014, Koda Wang, the company’s general manager of international told Mumbrella HuffPost aimed to be the number one site in Australia within three to five years.

HuffPost partnered with Work-Order, a strategic design agency, to “bring a visual identity to a new strategic vision”, a statement from the publisher said.

The rebranding includes new homepage layouts “showcasing the best of HuffPost across politics, entertainment, lifestyle, and voices”, the publisher said.

The Huffington Post was founded by US-based journalist Arianna Huffington in 2005. In 2011 it was acquired by AOL at which time Huffington became the president and editor in chief of The Huffington Post Media Group. Huffington left the company in 2016 to launch a new startup, Thrive Global.


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