The New York Times: Times TalksFrom Page to Stage

Treating journalism as informative entertainment

When The New York Times brought its award-winning journalism to a live audience, it required an identity that both conveyed the exceptional quality of the dialogues and could entice young attendees. Our visual system – easily adapted to the series’ myriad speakers and topics via a bespoke digital tool – elevated TimesTalks high above other conference series, captivated a diverse audience, and reflected the unique cultural relevance of every discussion.

News today is consumed in so many different ways, and traditional media companies are quickly evolving in order to keep young audiences engaged. For The New York Times, one of the most trusted and revered news sources in the world, this manifested as a series of live conversations between its journalists and visionary voices in film, art, theatre, music, fashion, technology, politics and business. Think Al Gore, Ai WeiWei, Greta Gerwig, Grace Jones…
With so much digital content readily available, these in-person TimesTalks needed to encourage physical participation in important conversations of our time. And although live event series are by no means novel, most feel corporate and serious with branding that focuses on the organizers, rather than the ideas.
For TimesTalks, our approach was to give speakers and topics equal footing, via a bespoke digital tool that allowed a magnetic, animated identity to be easily adapted for hundreds of events. This tool allowed the Times’ design team to easily implement the graphic language, explore the entire range of color and type, and maintain consistency from event to event.
A palette of 212 color combinations and 24 cuts of Franklin & Cheltenham typefaces provided a flexible range of expression within a cohesive system: from serious to playful, bold to serene. The left-right arrangement of text nodded to the dynamic dialogue that TimesTalks is all about. This visual system also came alive online, where viewers could watch live talks or browse the extensive archive of past discussions.
The editorial focus better represented the diversity of discussions, and challenged the visual code of conference series. It enabled the Times to fill its seats with young viewers who were excited to take part, and set a new standard for live journalism – one that’s intelligent, sophisticated, culturally relevant, and of course, enjoyable.

When The New York Times brought its award-winning journalism to a live audience, it required an identity that both conveyed the exceptional quality of the dialogues and could entice young attendees. Our visual system – easily adapted to the series’ myriad speakers and topics via a bespoke digital tool – elevated TimesTalks high above other conference series, captivated a diverse audience, and reflected the unique cultural relevance of every discussion.

News today is consumed in so many different ways, and traditional media companies are quickly evolving in order to keep young audiences engaged. For The New York Times, one of the most trusted and revered news sources in the world, this manifested as a series of live conversations between its journalists and visionary voices in film, art, theatre, music, fashion, technology, politics and business. Think Al Gore, Ai WeiWei, Greta Gerwig, Grace Jones…

With so much digital content readily available, these in-person TimesTalks needed to encourage physical participation in important conversations of our time. And although live event series are by no means novel, most feel corporate and serious with branding that focuses on the organizers, rather than the ideas.

For TimesTalks, our approach was to give speakers and topics equal footing, via a bespoke digital tool that allowed a magnetic, animated identity to be easily adapted for hundreds of events. This tool allowed the Times’ design team to easily implement the graphic language, explore the entire range of color and type, and maintain consistency from event to event.

A palette of 212 color combinations and 24 cuts of Franklin & Cheltenham typefaces provided a flexible range of expression within a cohesive system: from serious to playful, bold to serene. The left-right arrangement of text nodded to the dynamic dialogue that TimesTalks is all about. This visual system also came alive online, where viewers could watch live talks or browse the extensive archive of past discussions.

The editorial focus better represented the diversity of discussions, and challenged the visual code of conference series. It enabled the Times to fill its seats with young viewers who were excited to take part, and set a new standard for live journalism – one that’s intelligent, sophisticated, culturally relevant, and of course, enjoyable.