Atlantic Media Unveils New Logo and Website
Washington, D.C. (December 20, 2012)—Atlantic Media today unveiled a new corporate logo and website that represent the company's transformation into a digital-first enterprise. The logo and site are designed to be visual expressions of Atlantic Media's commitment to world-class journalism and constant innovation throughout its properties, The Atlantic; National Journal Group; Quartz; Government Executive Media Group; and Atlantic Media Strategies, the company's in-house creative and marketing services agency.
"Atlantic Media is dedicated to equipping opinion leaders with breakthrough ideas and original insights," said Atlantic Media president Justin B. Smith. "During a time of profound technological change, we have embraced the historic disruption facing our industry and assembled a stable of digital-first brands that reach leaders across all sectors—consumer, business, media, and government. We engage these audiences by producing high-quality journalism that is delivered through a range of formats consistent with shifting media consumption habits. Our new logo and website reflect the spirit of innovation that is at the heart of everything we do."
The logo—modern minimalist geometric letters using a blue and silver grey color split—reflects key principles of digital design: simplicity and clarity of brand identity.
The corporate website, with few lines and a limited palate, is designed to showcase the journalism from across the company. A real-time feed of brand content and social activity anchors the site, which provides easy access to each brand. It is built with HTML5 responsive design to create a seamless experience across all devices.
Atlantic Media has worked aggressively to transform itself into a digital-first media company for four years and can point to successes in key categories. Traffic across all brands has grown nearly 250% over the last two years to roughly 23 million uniques a month companywide.* The ratio of digital to print readers is now 16 to 1.
55% of the company's ad revenue now comes from digital advertising. Digital ad revenue across all brands grew 30% this year. Atlantic Media also has been recognized as an innovator in native advertising solutions. For example, Quartz offers exclusively native advertising options through its proprietary products, Bulletin and Engage. More than half of The Atlantic's digital revenue is attributable to native advertising programs.
Atlantic Media has also expanded its use of multi-platform venues for its editorial content and saw a 27% increase in events revenue across all divisions.