Sun Times Logo

Finally getting around to uploading the work I did for Chicago Sun-Times (2013-2015)

The last project I worked on with Chicago Sun-Times was the Sun-Times Network—a new venture proposed by our CEO Michael Ferro that would expand the Chicago Sun-Times brand across the United States and into every major city, through multiple apps and websites.

The idea undoubtedly was inspired from our team's previous success launching large news networks for Pioneer Press, Loop, and Today Ireland (I will link those projects shortly)

Because the Chicago Sun-Times brand would be in cities other than Chicago, the branding was to be shortened to the simple 'Sun-Times', then appended with the appropriate city.

I chose Gotham Black for the font, in all caps, with a slightly modified height. This bold look aligned with Ferro's vision of the brand: entertainment-focused, cutting edge, and aimed at younger demographic—the COMPLETE opposite of the original Chicago Sun-Times. As quoted from Ferro: "I don't want anything that looks like what we have now...especially no red."

In addition to the shortened name, a new icon was needed that could represent the brand in every city. The executive team wanted an abstract 'sun' and had already approved 2 icons prior to having me lead branding. (attached) I proposed an icon that referenced the sun in space, as opposed to the one in the sky—with planets revolving around it (hence the rings) I pitched "The World Revolves the Sun" or locally, "[City name] Revolves Around the Sun" This won the team over and became chosen direction.

Attached is comparison of new logo with the originals (they had two logos: one for the paper, and one for their website) as well as the first proposal I made for new branding (diagonal, playful) that ultimately was simplified.