• Sweden's news in English

Introducing The Local's brand new logo

The Local · 15 Dec 2014, 12:06

Published: 15 Dec 2014 12:06 GMT+01:00

Facebook Twitter Google+ reddit
Our objective when we set up The Local was to provide a new take on Europe's news in English. 
There were, and still are, plenty of excellent publications providing intelligent analysis of the state of affairs across the continent. This week one country, next week another; a broad-brush approach dictated by the grand sweep of events. 
But we wanted to provide the detail, we wanted to fill in the gaps. To continue the painting analogy, the idea of The Local was to provide a pointillist view of Europe, where thousands of dots of daily news reveal the full, complex picture of life.
Indeed in the last ten years we've written over 100,000 news stories for more than 100 million readers. Week in, week out, our reporting has sent local news stories spinning into the global consciousness - with context and insight that can only come from journalists based locally.
So how to celebrate ten years of building a news brand? A party? Parties are for when the job is done, and our work is far from over. Indeed, considering that in Europe (as opposed to in the US) a news brand usually doesn't get taken seriously until it has about a decade under its belt, we're only at the beginning.
No, the best way for us to celebrate was to give ourselves a gift that would last, something that would help us to attack the next ten years with renewed energy.
We had never quite managed to shake the nagging awareness that our previous logo - which has served us well - wasn't so much designed as typed, between articles on a chilly Tuesday afternoon in March 2004. So we have given ourselves a new look - and we hope you like it as much as we do.
As with a new shirt or dress, a logo usually means more to the wearer than the viewer. But for those of you interested in such things, our name is now displayed in a typeface called Venti CF The Local. The original designer, Connary Fagen, has specially customised his modern, charismatic font for The Local, and we think it works perfectly in our bright orange.
The relative lengths of country names has been a recurring headache, with challenges such as cramming 'Switzerland' into the same logo space used for 'Italy'. So we've done away with the names altogether, opting for the site's internet country code instead. 
It's much tidier - and simpler - to have the two letters sitting in the new blob at the end of the name. 
Blob? Did someone say 'blob'? 
That's not a blob, it's a superellipse. It's a beautiful shape first formulated in the 19th century by Gabriel Lamé, a French mathematician, but made famous by Danish polymath Piet Hein.
Story continues below…
Hein - a physicist-mathematician-designer whose English poetry is highly recommended - based his interior design career on the shape and his tables have become a European design classic.
But the superellipse also has close ties to our home base of Stockholm. Lamé was a member of the Royal Swedish Academy of Sciences, and a century later Hein used the superellipse in a competition to design a new layout for Sergels Torg, a busy central square in the Swedish capital. We have used exactly the same proportions for our superellipse as those used in Sergels Torg.
So our new logo is more than a blob. It's a shape that embodies innovation in mathematics, design and now internet publishing, with roots in multiple European countries; a cosmopolitan shape to reflect the mash-up of modern Europe on which we report every day.
Paul Rapacioli is CEO of The Local. Tweet him: @paulrapacioli

For more news from Sweden, join us on Facebook and Twitter.

The Local (news@thelocal.no)

Facebook Twitter Google+ reddit

Your comments about this article

Today's headlines
Presented by Invest Stockholm
One expat's strategy for making friends in Stockholm

You might think it’s hard to make friends in a new city. But if at first you don’t succeed – try something else!

Injured Swedish photographer protected by 'guardian angel'
Swedish photographer Paul Hansen on another occasion. Photo: Fredrik Sandberg/TT

Photographer Paul Hansen thanked his lucky stars for surviving sniper fire while covering the battle for the Isis-held city of Mosul in Iraq.

How Sweden is trying to smooth relations with Saudis
Swedish Prime Minister Stefan Löfven meeting Saudi Arabia's Trade Minister Majid bin Abdullah Al Qasabi. Photo: Henrik Montgomery/TT

Sweden's Prime Minister Stefan Löfven has visited Saudi Arabia a year and a half after relations turned frosty in a major diplomatic row.

My Swedish Career
'Swedish people love it, but they find it quite odd'
Scottish entrepreneur William Macdonald. Photo: Michael Campanella

Meet the web developer and entrepreneur using traditional Scottish ceilidh dancing to break the ice with Swedes.

Swedish photographer shot near Mosul
Hansen was being operated on in the Iraqi city of Erbil on Sunday. Photo: Nora Lorek/ TT

Paul Hansen, a photographer working for Swedish daily Dagens Nyheter, has sustained light injuries after being hit by what appears to be a sniper while covering the battle for the Isis-held city of Mosul in Iraq.

Trollhättan remembers school attack victims
'It was an attack on all of Sweden,' Education Minister Gustav Fridolin said. Photo: Thomas Johansson/ TT

Hundreds of people on Saturday turned out for a torchlight procession in the small town of Trollhättan in southwestern Sweden to honour the victims of last year’s deadly school attack there.

Sweden wants emission- free cars in EU by 2030
Photo: Jessica Gow/ TT

Sweden's environment minister on Saturday urged the European Union to ban petrol and diesel-powered vehicles from 2030.

Hundreds protest Swedish asylum laws
Around 1,000 people protested in Stockholm. Photo: Fredrik Persson/ TT

Hundreds of people on Saturday demonstrated in Stockholm and in many other parts of the country to protest Sweden’s tough new laws on asylum-seekers.

Swedish terror suspect ‘planned airport attack’
Swedish terror suspect Osama Krayem. Photo: Facebook

Swedish national Osama Krayem, linked to the deadly attacks in Paris on November 13 and in Brussels on March 22, is now suspected of having plotted to attack also the Schiphol airport in the Netherlands.

Dylan removes Nobel-mention from website
The American musician has more or less responded to the news with silence. Photo: Per Wahlberg

American singer-song writer Bob Dylan has removed any mention of him being named one of this year’s Nobel Prize laureates on his official website.

Sponsored Article
This is Malmö: Football capital of Sweden
People-watching: October 21st-23rd
Sponsored Article
Where is the Swedish music industry heading?
Fury at plans that 'threaten the IB's survival' in Sweden
Analysis & Opinion
Are we just going to let half the country die?
Blog updates

6 October

10 useful hjälpverb (The Swedish Teacher) »

"Hej! I think the so-called “hjalpverb” (auxiliary verbs in English) are a good way to get…" READ »


8 July

Editor’s blog, July 8th (The Local Sweden) »

"Hej readers, It has, as always, been a bizarre, serious and hilarious week in Sweden. You…" READ »

Sponsored Article
Why you should 'grab a chair' on Stockholm's tech scene
Angry elk chases Swede up a lamp post
Sponsored Article
Stockholm: creating solutions to global challenges
The Local Voices
'Alienation in Sweden feels better: I find myself a stranger among scores of aliens'
People-watching: October 20th
The Local Voices
A layover at Qatar airport brought this Swedish-Kenyan couple together - now they're heading for marriage
Sponsored Article
Swedish for programmers: 'It changed my life'
Swede punches clown that scared his grandmother
Sponsored Article
Top 7 tips to help you learn Swedish
Fans throw flares and enter pitch in Swedish football riot
Could Swedish blood test solve 'Making a Murderer'?
Sponsored Article
‘Extremism can't be defeated on the battlefield alone’
Property of the week: Linnéstaden, Gothenburg
Sponsored Article
Stockholm: creating solutions to global challenges
Swedish school to build gender neutral changing room
People-watching: October 14th-16th
Sponsored Article
Why you should 'grab a chair' on Stockholm's tech scene
Man in Sweden assaulted by clowns with broken bottle
Sponsored Article
Where is the Swedish music industry heading?
Nobel Prize 2016: Literature
Sponsored Article
Last chance to vote absentee in the US elections
Watch the man who discovered Bob Dylan react to his Nobel Prize win
Record numbers emigrating from Sweden
People-watching: October 12th
The Local Voices
'Swedish startups should embrace newcomers' talents - there's nothing to fear'
How far right are the Sweden Democrats?
Property of the week: Triangeln, Malmö
Sweden unveils Europe's first elk hut
People-watching: October 7th-9th
The Local Voices
Syria's White Helmets: The Nobel Peace Prize would have meant a lot, but pulling a child from rubble is the greatest reward
Missing rune stone turns up in Sweden
Nobel Prize 2016: Chemistry
jobs available