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.

Base
Overlay

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.

#000000
#1F1F1F
#898989
#C8C8C8
#F0F0F0
#FFFFFF
#FF6343
#FF3377
#C566FF
#EDBD1F
#9081FF
#00BDB2
#1AAD17

Typography

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