Australia part of HuffPost global rebrand

The Huffington Post is now HuffPost.

The company has announced several major changes that bolster its brand for this next chapter: its first-ever site redesign, a new logo and an official name change to “HuffPost” on all platforms and across all social channels.

Mediaweek's Kruti Joshi spoke with HuffPost Australia boss JJ Eastwood earlier this year. Read the interview here. 

This is the publisher’s first significant reimagining of the branding and site in its 12-year history, marking significant changes under chief executive officer Jared Grusd and editor-in-chief Lydia Polgreen.

“HuffPost is the pioneer of online journalism and continues to lead the digital news landscape. Our changes today build upon our heritage of continuous innovation," said Grusd. "Today, we make a decided leap into our future. The rebrand and relaunch of our products symbolise our commitment to continually evolve to help our audiences connect with a world that is changing rapidly around them.”

The new look has debuted this morning with a letter from Polgreen explaining the rebrand and her editorial vision for the company to HuffPost’s audience of nearly 200m UVs. "HuffPost's aspiration is to be the premier news and storytelling platform in the world. We want to reach people in the best possible ways, and in all the formats they love," she said. "HuffPost is a place where the real conversation about the most important stories of our time is happening. The new design reflects our bold promise to help readers know what's real and what really matters."

“We started with what we believe sets us apart – our editorial voice: down to earth, cutting through what doesn’t matter and getting to what’s real,” said Julia Beizer, HuffPost’s head of product. “These thoughts inspired the forward-slash shape that brackets our name on the top of our site and stands alone as our app and social logo. The shape symbolises the company’s movement forward into the future, and subtly pays homage to our heritage as the first scaled digital-only news brand by evoking the forward slash found in URLs.”

Redesign highlights include:

• A new logo that leans into the future with a bold, italic font and brighter version of HuffPost’s brand-defining green.
• New homepage layout showcasing the best of HuffPost across politics, entertainment, lifestyle, and voices.
• Bold, visceral “splash” image that tells and shows the most important story of the day.
• Rich visual storytelling “splash cards” woven through the app and web front pages and built to travel across social networks, spreading the brand voice onto every platform.
• Prominent video player highlighting original news-driven video.
• Innovative InContent Reveal ad experience providing advertisers with an impactful way to reach audiences.

This week all 17 of HuffPost’s international editions have the new logo and branding. The full redesign will roll out for each edition later this year.