Meta Design supports the strengthening of the NZZ brand

The profound change in the media industry requires a clear stance. NZZ is therefore pursuing an umbrella brand strategy and a consistent journalistic orientation with strong digital integration - with corresponding impact for the brand. At its core, the brand positioning combines free thinking with decisive action - borne by the claim to provide orientation as a leading media house and to enable the formation of opinion in the spirit of the liberal original idea.

In a further step, Meta Design revised the appearance. In the process, the brand agency developed a visual basis and defined the umbrella brand strategy across the company and product levels. This included the gentle further development of the familiar, historically anchored logo.

At the same time, Meta Design developed the brand language for the NZZ umbrella brand. This includes the regulated handling of tonality and the central messages for brand communication. MetaDesign also created guidelines for naming products and subscriptions - and, not least, created names for brand-new digital offerings such as the recently launched app "NZZ Selekt.

The brand will appear successively over the individual offerings and products in the coming weeks and months. With its adapted appearance, the NZZ is clearly taking its cues from the media market, its responsibility to society, and ultimately its mission - and is equipped for the tasks and challenges of these times.

Steven Neubauer, Managing Director NZZ, Member of the Executive Board: "We set the bar high from the start and are now consistently implementing the umbrella brand. We are convinced that this will enable us to strengthen the NZZ brand and that we will benefit from it in the long term." Alexander Haldemann, CEO Meta Design: "To further develop a traditional brand like NZZ means to show reverence without lacking the necessary courage. I think we have succeeded in this. We are proud of the result."