We took a stand and created an icon for quality journalism. Drawing inspiration from De Morgen’s well-known “salmon attitude” of going against the stream, we streamlined it to its purest form, giving the brand a clean and universal look. ‘<’ was born.

The new icon was supported by an editorial manifesto and radio ads renewing the journalists’ commitment to leave no answer unquestioned. We also introduced it to our audience in a film, as a symbol that can never be deleted, an emblem of truth and journalistic integrity.

Bold and modern, yet creating brand continuity, De Morgen’s new identity resonated with the newspaper’s audience who appreciated the attitude, but wanted to see it reflected in a more modern and sophisticated way.

Design elements

The main element of the design refresh was to capture the attitude of the salmon as a simple symbol. Once we had the "<" we could use to dictate the rest of the elements. We also wanted this symbol to go beyond just being a design element. It needed to be a quality control symbol. An icon for truth and journalistic integrity. Once we refined the design of it, it dictated the rest of the refresh.

The icon in motion

As a modern news brand, much of our content is digital and in motion, the icon was also used to reveal text beneath text. In motion, we wanted it to become like a scalpel, revealing more insight beneath.

As a tattoo

To launch it, we created a TVC based on our manifesto, whilst the "<" was being tattoo'ed (for real) on a man's arm.

Our initial target was to have 30'000 new subscribers in the first three months after the launch of the campaign.

We reached 35'000 new subscriber mark in month two.

Since then the KPI was to have new 315 new subscriptions per day.

With consistent growth we continuously outpace this target. For 2018 alone we have added the following number of new subscriptions per day:

January: 471

February: 477

March: 520

April: 408

Furthermore, our readers keep holding us to a higher standard. In letters to the editor, readers often refer to our own benchmark of "quality journalism" when they discuss our reporting. This is proof that our manifesto is working, even when we fall just short of our own target.

With the < attitude, we have our North Star to always improve in a world that places ever more demands on journalism.