The New York Times tweaks its famous "T"

The New York Times tweaks its famous "T"

Some may not think it wise to change a 150-year-old logo but how about a little tweaking? That is what The New York Times has done recently with a clever revamp.

To launch the Times’ new video hub, Work-Order, a branding consultancy company craftily altered the “T” in the Times Old English font to include a digital play button.

Comparing the old logo to the new video logo, not only can you see that the diamond has transformed into the play button, but also the “T” has lost it’s Gothic connector lines. This is a subtle but incredible powerful alteration that aptly shows that this historic brand has a digitally focused future. 

Below is the old logo (top) and the new logo (bottom).