Clear Brand Expressed Through Website

The nameplate of Expresso is immediately recognizable:

The blue box with the easy-to-read reverse serif type adorns the top of the A1 on every issue.  It allows the reader to instantly recognize the paper.  The website is no different.  The first thing that the view sees when heading to Expresso.pt is that very same nameplate:

Another way that Expresso‘s website allows the reader to easily recognize the site belongs to the paper is the use of color palettes.  The same color palette of cool tones that is used throughout the paper is the same one used on the website.  The blue is used for the nameplate and many bugs and a bright red is used sparingly to draw the readers’ attentions.  Just like in the hard copy paper, the warm red is a significant contrast against the cool blue.

Now that the reader clearly knows what site they are on and its affiliation with the actual paper, it is relatively easy to navigate.  The website is set up very similarly to the actual paper.  On the home page there are several main articles with the beginnings of stories, much like one would see on the A1 of the paper.  The “read more” part of the story brings readers a few pages into the website.  Also, there are section headers underneath the nameplate on the website that correspond with the section headers from the paper.  This allows readers to easily find either the week’s main stories, on the front/home page, or click on the tab to features stories in the section they want to read.

Another similarity between the two, hard copy paper and website, are the photographs and regular columnists’ column names and bylines:

This photo and byline bring you Margarida Mota‘s individual page within the Expresso website.  Her column is a featured column every week in the paper, but not on the website.  However, by using the website, readers have the ability to interact with Mota.  Here they can leave comments and ask Mota questions.  In addition, Mota has a blog that is updated often that does not appear in the paper.  By using this technique, different content on the site than in the paper, it drives readers to both places creating further avenues of revenue.

Another aspect of the website that differs from the actual paper is a scrolling bar at the top and bottom of each page that goes through breaking news:

When clicked on, this will bring the view to a new link.  (I think this is because Expresso is a weekly publication, while this is more real-time news.)  The viewer will still know this is a trusted news source because the Expresso nameplate is still visible.  However, the content is very different than that of the actual newspaper.  Here stories are much shorter and to the point.  In the actual paper, however, stories usually take on a much longer form.

Overall, it is extremely clear to the reader that the website belongs to the publication of Expresso.  There are enough similarities, design wise, that creates a consistent and unified feel between the paper and electronic website.  Yet, the content is different enough to drive audiences to both sources of information.  All together, the design team at Expresso has created a consistent brand through two very different mediums.

joannapenalva