Shaken & Stirred - Influential Brand Profiling and Positioning

Time out reveals brand refresh

Time Out Group today revealed a refreshed visual identity for the Group and all its digital and media properties.

The evolved identity includes new treatments for Time Out’s global digital and mobile channels, new City specific logos, new mastheads for the Group’s printed materials including the magazines, all online web and social channels, advertising and live events. It will be live across all channels from 1st March.

Created by Time Out with creative agency adam&eveDDB, the new sensitively updated identity has been simplified to be more flexible in digital, social, print and physical channels.

The creative goal was to create a refreshed identity that supports the evolution of the Time Out business and the Group’s strategy of discovery and enablement yet maintain the equity of the original visual identity.

This strategy is reflected in the introduction of the strapline Discover | Book | Share, which represents the ability for Time Out to help you not only find the newest and the best in a City, but also book a table, ticket, experience or offer, and review, rate and share your experience afterwards. This strapline logo will be used across all Time Out advertising and communications. This change marks the evolution of the brand from content publisher to content and commerce platform.

The process was led by Time Out CMO Sarah Bartlett, working closely with adam&eveDDB.

“Time Out has always helped people discover the best in the City.  Today, our platform also inspires people to book and enables them to experience even more entertainment, food, theatre, comedy, music and all that’s great in the world’s best cities,” said Sarah Bartlett, Chief Marketing Officer, Time Out Group.

“Our new brand architecture is designed to be more flexible in the digital world and works seamlessly across all our channels, in particular mobile, digital and social.

“In 1968 our London magazine had a very small circulation and was published once every three weeks.  Today we operate in 107 cities and 39 countries with a total monthly audience reach of over 100 million across our global platforms,” she said.

“This project was a rare opportunity to refresh a nearly 50 year old, iconic global brand,” said Tammy Einav, Managing Director, adam&eveDDB.

“The new visual identity gives Time Out global consistency and flexibility across their increasingly diverse channels.”