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Since its establishment in 1982, USA Today has been heralded a unique and groundbreaking newspaper, setting itself apart by implementing visual storytelling and producing concise, to-the-point copy. Founder Al Neuharth proclaimed that the paper was “designed to be different.” Nearing its thirtieth anniversary as one of the top two largest-circulating newspapers in the United States, USA Today approached Wolff Olins to evolve its logo and master brand identity. It was time to recapture the boldness and innovation that had driven the company from the start. ...
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