• Austria's news in English

Introducing The Local's brand new logo

The Local · 15 Dec 2014, 12:06

Published: 15 Dec 2014 12:06 GMT+01:00

Facebook Twitter Google+ reddit
Our objective when we set up The Local was to provide a new take on Europe's news in English. 
There were, and still are, plenty of excellent publications providing intelligent analysis of the state of affairs across the continent. This week one country, next week another; a broad-brush approach dictated by the grand sweep of events. 
But we wanted to provide the detail, we wanted to fill in the gaps. To continue the painting analogy, the idea of The Local was to provide a pointillist view of Europe, where thousands of dots of daily news reveal the full, complex picture of life.
Indeed in the last ten years we've written over 100,000 news stories for more than 100 million readers. Week in, week out, our reporting has sent local news stories spinning into the global consciousness - with context and insight that can only come from journalists based locally.
So how to celebrate ten years of building a news brand? A party? Parties are for when the job is done, and our work is far from over. Indeed, considering that in Europe (as opposed to in the US) a news brand usually doesn't get taken seriously until it has about a decade under its belt, we're only at the beginning.
No, the best way for us to celebrate was to give ourselves a gift that would last, something that would help us to attack the next ten years with renewed energy.
We had never quite managed to shake the nagging awareness that our previous logo - which has served us well - wasn't so much designed as typed, between articles on a chilly Tuesday afternoon in March 2004. So we have given ourselves a new look - and we hope you like it as much as we do.
As with a new shirt or dress, a logo usually means more to the wearer than the viewer. But for those of you interested in such things, our name is now displayed in a typeface called Venti CF The Local. The original designer, Connary Fagen, has specially customised his modern, charismatic font for The Local, and we think it works perfectly in our bright orange.
The relative lengths of country names has been a recurring headache, with challenges such as cramming 'Switzerland' into the same logo space used for 'Italy'. So we've done away with the names altogether, opting for the site's internet country code instead. 
It's much tidier - and simpler - to have the two letters sitting in the new blob at the end of the name. 
Blob? Did someone say 'blob'? 
That's not a blob, it's a superellipse. It's a beautiful shape first formulated in the 19th century by Gabriel Lamé, a French mathematician, but made famous by Danish polymath Piet Hein.
Story continues below…
Hein - a physicist-mathematician-designer whose English poetry is highly recommended - based his interior design career on the shape and his tables have become a European design classic.
But the superellipse also has close ties to our home base of Stockholm. Lamé was a member of the Royal Swedish Academy of Sciences, and a century later Hein used the superellipse in a competition to design a new layout for Sergels Torg, a busy central square in the Swedish capital. We have used exactly the same proportions for our superellipse as those used in Sergels Torg.
So our new logo is more than a blob. It's a shape that embodies innovation in mathematics, design and now internet publishing, with roots in multiple European countries; a cosmopolitan shape to reflect the mash-up of modern Europe on which we report every day.
Paul Rapacioli is CEO of The Local. Tweet him: @paulrapacioli

For more news from Austria, join us on Facebook and Twitter.

The Local (news@thelocal.no)

Facebook Twitter Google+ reddit

Your comments about this article

Today's headlines
Verdict on swimming pool rape case overturned
The Theresienbad swimming pool in Vienna. Photo: Wikimedia

An Iraqi refugee who was jailed after claiming it was a sexual emergency when he raped a boy in a swimming pool has had the sentence overturned.

Vienna Comic Con promises to be 'bigger and more galactic'
Cosplay star Yaya Han. Copyright: Yaya Han/Bryan Humphrey

Comic Con returns to the Austrian capital on November 19th-20th at the Messe Wien.

Three refugees arrested on drugs charges
Cannabis plants. Photo: J. Patrick Bedell/Wikimedia

A gang of three Afghani drug dealers has been busted in Vienna.

Hungarian woman crushed by snowcat piste machine
Snowcat machine. Photo: Melensdad/Wikimedia

A young Hungarian woman has died after being crushed by a snowcat piste machine on the Dobratsch mountain in Carinthia.

Austrian policeman sentenced over 'Heil Hitler' salute
Photo: Flickr

A policeman in Austria was sentenced on Thursday for shouting "Heil Hitler" at a driver during a traffic check at the Hungarian border in April.

Scary clown craze endangers crucial work of clown 'doctors'
Photo: Bojan Tavcar

Within the last couple weeks, disturbing events involving masked individuals has caught public attention in Austria.

Chimney sweep rescues lost mushroom picker
Photo: James Lindsey/Wikimedia

A 76-year-old Austrian man who went out mushroom picking almost froze to death after getting lost and spending the night in the forest.

Refugees sold into forced prostitution
File photo: UNHCR

Female refugees are being sold into forced prostitution in Austria, a police investigation into human trafficking has found.

Driverless bus takes a spin around Salzburg's old town
The Arma driverless shuttle bus. Photo: Navya

A driverless minibus has made a test journey in the city of Salzburg.

No jail time for asylum seeker who dumped baby in road
Photo: Paul Gillingwater

A man who grabbed his own child and dumped her in the middle of a busy road has been given a nine-month suspended sentence.

Sponsored Article
How to vote absentee from abroad in the US elections
12 brilliant German words you won't find in English
Sponsored Article
Last chance to vote absentee in the US elections
Five films which will change your mind about Austrian cinema
Those surprising Austrians!
Sponsored Article
How to vote absentee from abroad in the US elections
100 years since the last emperor's death
Afghani family's new home in Austria
Der you learn Deutsch?
Delighted by the light
Beware these passport scams
Of course we skipped Oarsch
Foodies rejoice at the choice!
Travel & Tourism
10 years after her escape from captivity
Surviving the Brexit for British expats
Day 2 of the World Bodypainting Festival 2016
Is Islam hostile to Western society?
Bodypainting festival in southern Austria
Europe's ice cream capital
Best Austrian beauty spots
Travel & Tourism
Three days in Vienna as a tourist
How to make friends in Austria
jobs available