Work

The Information

Evolving a trusted tech insider into a widespread authority

As The Information approached its tenth year in business, the maverick in cutting-edge tech news faced a pivotal moment in its evolution. How could the brand propel itself beyond its Silicon Valley origins to become the single most valued source for information about all that technology is disrupting? The Information wanted to create and drive the next era of tech news, marked by new verticals, expanding and changing audiences, and innovative formats. How could The Information shift from tech insider to widespread authority?

This rebrand couldn’t just be a visual facelift—it needed to symbolize and pave the way for a larger business shift reflective of its founder’s ambitious vision for continued growth.

Our process

The challenge was two-fold: Maintain and reinforce the journalistic integrity of The Information while providing a versatile new design system. One that could accommodate sub-brands, introduce a premium tier, and flex across diverse content formats.

Working closely with the founder and reporters from across its newsroom, we identified the core essence of The Information’s DNA. We then corroborated its value through one-on-one, in-depth interviews with subscribers: The Information was their “secret weapon” that gave them an “edge.”

This edge was brought to life in a new iconic “I” logo and an evolved primary red that reference the brand’s origins. The system consists of an expanded secondary color palette, allowing for differentiation and distinction between programs, and a new photography, illustration, and graphic language. The result is a modern, dynamic, and dimensional design system that doesn’t just look good, but is a strategic tool for The Information’s continued success across a variety of content and experience initiatives.

“The logo mark features a new, sharper ‘I’ with a slash demonstrating how we give leaders in tech and finance an edge—focusing on all of what they need to know and nothing they don’t."

Jessica Lessin, CEO and Founder