This strikes me as an incredibly stupid decision. You don’t have to like USAT as a newspaper. You can deride it as McNews or pandering to the short attention spans of modern audiences, but what you can’t do is not know instantly what paper you are reading. It’s the lesson of all good branding: when you are sick of it, that’s about when it enters the public consciousness.
Well, I hope the new logo knocks my socks off, but the change seems to me a solution in search of a problem. (Also, how much you want to bet this is something a highly-paid consultant came up with?) Meanwhile, I’ll just leave Gannett two little words to ponder: