Oh, my. Look at the dot. It’s blue. It’s representative of “one unified network,” says the chief marketing officer of Gannett, owner of the USA Today Network.
The blue dot — and accompanying typographic changes to logos — has begun to appear in the online identities of nine USA Today Network outlets. The remaining 110 news outlets will make the changes in the next several months, says Andy Yost, Gannett’s marketing chief. Even print edition front-page flags will receive typographic makeovers.
It’s just a damned blue dot. But it’s symbolic of ownership-driven “branding” that eliminates distinctive local audience and market identities among its member newspapers. All 110 USA Today Network newspaper logos will have that little blue dot and similar topography.
Inoffensive nationwide blandness has been Gannett’s modus operandi for decades. USA Today was created to be a national constant no matter where a reader consumed it. Hence its nickname — McPaper. A Big Mac tastes the same, no matter whether you eat it in Portland, Maine, or Portland, Oregon. USA Today, dropped before 6 a.m. at the door of your motel room, looks the same in Greenfield, California, as it does in Greenfield, Massachusetts. That kind of thinking pervades Gannett’s newspapers, because, as the logo says, they’re “part of the USA Today Network.”