Finding the Reason to Be: Creating a Durable Brand Identity

Over the last decade, the concept as newspaper branding - through means such as image advertising, logo design and product extensions - was seen as a possible solution to the problem of declining readership figures.

Finding the reason to be: creating a durable brand identity

David MillerPhinney/Bischoff Design House, Seattle

On a recent return trip to Seattle, I witnessed firsthand the stark reality of just how grave the condition of branding is in today's newspapers....