Over the course of this semester, I have learned to recognize this in an instant:
And I associate that with news design that is simple but still complex, subdued yet exciting, and overall clear and concise.
A simple color palette that revolves around the blue and white is seen throughout the publication. I automatically assume those colors belong to Expresso now and it seems out of place to see them used in a different place or context. This is what a color palette should do for a publication. It should create an identity that helps readers know what they are looking at before they even read one word, even the headline. These colors mean Expresso to me, and most likely will continue to mean that for a long time to come.
The way the front page is laid out is also uniquely Expresso in my mind.
I know that the color red means, “Look at me! I’m the headline!” And I know that headline and accompanying image will be in the center of the page beneath the nameplate and above the fold. I also know that the left hand column is always dedicated to the “24 Horas” section that recaps what recently happened in the news. The right side of the page has other teasers for stories. And finally, the top of the page and bottom of the page are reserved for advertising. Although this design seems rather formulaic, like the color palette, it helps the reader to identify what publication they are looking at.
Expresso also loves their infographics. The following won a Gold Award of Excellence at the 2010 SND awards:
The infographics in Expresso are just like the rest of the publication, clear and concise and have their own identity. Rarely will infographics be cluttered, dense, and difficult to look at. What is typically found on an infographic at Expresso is one on a plain white background with thin, simple lines that can be understood quickly. Their is not a lot of “pizzazz,” for lack of a better term, but they are still interesting to look at. Most importantly, however, they get information across quickly and easily that may have not been so easy to do in words.
Overall, Expresso has developed a brand that readers can instantly recognize. And this is important no matter what type of field you are in. Whether it is journalism, public relations, manufacturing, law, and the list could go on forever, an organization needs to develop a brand that people can uniquely identify. That is the key to surviving in this chaotic, overloaded media environment. And Expresso has clearly done that.