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Over the past few months several media companies have come out with new slogans, logos or names.

Why it matters:

  1. The context: An era when almost every media company failed to predict President Trump's election, there's more access to information than ever before and "fake news" runs rampant. Standing out and garnering trust is vital to a successful news company.
  2. Just like Obama changed the branding game when it comes to political campaigns, the media has realized the importance of a sharp, current, cohesive brand. The Outline was born based almost entirely on the ideas of innovation and branding.
  3. Younger media companies, while at an advantage when it comes to branding and flexibility, are hoping to be taken more seriously.
  4. Meanwhile, flagship media companies are realizing they can no longer rely solely on their reputation. They have to compete. The New York Times launched it's first ad campaign since 2010 this year and Washington Post added a new slogan, both seemingly addressing the political and media climate.

In February, The Washington Post added a new slogan — "Democracy Dies in Darkness"

The New York Times launched a 30-second ad called "The Truth" at the Academy Awards in February— their first ad since 2010.

On April 5, the Daily Beast announced that they were working on a new website design, along with it's new logo — from the red block with white lettering to neon lettering. They also remove "the" from their name.

On Wednesday, Huffington Post became HuffPost — cutting out the last name of Arianna Huffington (and "the"), one of the media company's founders.

And today, it was announced that BuzzFeed Editor-in-Chief Ben Smith told his staff yesterday about a new slogan for BuzzFeed News, "Reporting to You."

Go deeper

Exclusive: GOP Leader McCarthy asks to meet with Biden about the border

House Minority Leader Kevin McCarthy at CPAC. Photo: Joe Raedle/Getty Images

House Minority Leader Kevin McCarthy (R-Calif.) has requested a meeting with President Biden to discuss the rising numbers of unaccompanied migrant children at the U.S.-Mexico border, in a letter sent on Friday.

Why it matters: Biden is facing criticism from the right and the left as agency actions and media reports reveal spiking numbers of migrant children overwhelming parts of the U.S. immigration system. Recent data shows an average of 321 kids being referred to migrant shelters each day, as Axios reported.

Vaccine hesitancy drops, but with partisan divide

Illustration: Sarah Grillo/Axios

69% of the public intends to get a COVID vaccine or already has, up significantly from 60% in November, according to a report out Friday from the Pew Research Center.

Yes, but: The issue has become even more partisan, with 56% of Republicans who say they want or have already received a coronavirus vaccine compared to 83% of Democrats.

Ben Geman, author of Generate
2 hours ago - Energy & Environment

China's 5-year plan is hazy on climate

Illustration: Sarah Grillo/Axios

China's highly anticipated 5-year plan revealed on Friday provides little new information about its climate initiatives, leaving plenty to discuss in multinational meetings this year and lots of blanks for China to fill in later.

Driving the news: The top-line targets for 2025, per state media, aim to lower energy intensity by 13.5% and carbon emissions intensity by 18% — that is, measures of energy use and emissions relative to economic output.