News and views from inside the media bubble
by Eric Ginsburg
USA TODAY REDISIGN RELIES ON SEXUAL INNUENDO
In a memo explaining the new spherical blue logo for USA Today, designer Sam Ward drew a direct line between the company’s re-branding campaign and sex.
“We should use our balls at the right time and for the right reasons,” the Daily Beast reported Ward writing. “We should think of them as we think about sex: sex is great but we don’t want to have it all
the time. Well… maybe that’s the wrong analogy, but you get the point.”
Ward’s memo was titled “Cool Balls,” and in her write up of the move, Beast reporter Lauren Ashburn came up with plenty of other relevant puns like “blue balls” and calling the paper’s move “ballsy.” The large blue dot on USA Today’s masthead and throughout the newspaper is part of a larger effort to return it to the number-one paper in the nation.