BRAND
Brand Overview
What is Newsreel?
Newsreel is revolutionizing how a disconnected generation interacts with the world. Our purpose is to inspire a new generation of informed and engaged citizens by delivering high-quality news in an interactive, personalized format that’s easy to understand, remember, and discuss.
Our mission
To help young people start a relationship with the news.
Our vision
An app that makes news simple, interactive, and designed for your attention span.
Our purpose
Revolutionizing how a disconnected generation interacts with the world.
Newsreel is designed for the "News Curious Young Adult": individuals aged 18-34, including college students and early-career professionals living in urban areas. They casually follow news on social media and prefer interactive, engaging content.
They seek personalized news experiences that help them stay informed and facilitate meaningful conversations without feeling overwhelmed by the chaotic news cycle.
What Makes
Newsreel Different
Interactive: Newsreel delivers news through interactive timelines, graphics, and personalized content, moving beyond traditional articles.
Personalized: We provide users with data about their reading habits and political preferences to tailor their news experience.
Retention-Based: We use timelines and learning science principles to enhance news retention and understanding.
Habit-Forming: We encourage regular news consumption through short, engaging "Reels" (daily card stacks), similar to Duolingo’s approach, fostering a daily news habit.
What Newsreel Strives To Do
Make news habit-forming: Promote regular and consistent news consumption.
Make news simple and easy to remember: Ensure users can easily understand and remember every news story.
Make news accessible: Enable users to stay informed at any time, regardless of their news consumption experience.
Make news spark a conversation: Help users initiate meaningful conversations about current events.
What Newsreel Is NOT
Breaking news or viral content.
Long or text-based.
A news aggregator.
Passive consumption.
Surface level.
One-size-fits-all.
Opinionated.
Brand Personality
Savvy: Demonstrating intelligence and awareness of current trends and the audience's needs.
Concise: Communicating information effectively and efficiently.
Trustworthy: Establishing credibility and reliability in news delivery.
Reliable: Consistently providing accurate and dependable information.
Precise: Ensuring accuracy and attention to detail in reporting.
To-the-Point: Delivering information directly and without unnecessary elaboration.
Clear: Presenting information in an easily understandable manner.
Respectful: Approaching all topics and individuals with consideration and sensitivity.
Logos
Primary Logo
The Newsreel logo is the cornerstone of our visual identity. It represents our commitment to delivering news in a fresh, engaging, and accessible way. This section outlines the guidelines for its correct usage to ensure consistency and clarity in all communications.
This is the standard logo used in most applications.
Secondary Logo
This logo may be used in situations where the primary logo is too large or complex, such as in app icons or social media profile pictures.
Brand Personality
The Newsreel logo is the cornerstone of our visual identity. It represents our commitment to delivering news in a fresh, engaging, and accessible way. This section outlines the guidelines for its correct usage to ensure consistency and clarity in all communications.
Color
90s-inspired and Gen Z Fluent
Rooted in nostalgia but designed for now, our palette blends deep, grounded neutrals with vibrant accents that speak to the retro web and digital minimalism.
The balance is intentional — bright enough to feel playful, restrained enough to maintain clarity.
Typography
DM Serif Display
Style
Font
Use Cases
Display H1
DM Serif
Hero headlines, intros
H2
DM Sans Bold
Section titles
H3
DM Sans
Subheadings
Body
DM Sans
Body copy
Caption
DM Sans
Secondary text, labels
Start/Numeric
DM Mono
XP, streaks, quiz scores
Button Label
DM Mono
UI buttons, chips
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Heading 1
EYEBROW
Heading 2
Heading 3
DM Sans ExtraBold 90/112%, -3% tracking
DM Sans Medium 20/120%, 7% tracking
DM Sans Medium 70/112%, -3% tracking
DM Sans SemiBold 29/112%
DM Sans Medium 24/125%
DM Sans Regular 13/125%
DM Mono Medium
1,000,000
Components
Our Tagline
Voice & Tone
Our Tagline
Accessibility
Our Tagline
Downloads
Our Tagline
