Gannett chief marketing officer Maryam Banikarim sent a memo to employees this morning with USA Today artist/illustrator Sam Ward’s explanation of his paper’s new logo and “cool balls.”
He writes:
“Just what are our balls? Well, they are what we will make of them. I believe our balls are symbols of who we are and where we’re headed. They are not stories, graphics, or illustrations. They are signposts, perhaps; reminders that offer inroads into America’s stream of consciousness. …
“Sure, our competitors will laugh. Let them laugh so hard that they cannot breathe. We should really only be interested in what the readers think. Yes, there may be a few laughing readers too, but not for long. Readers will come to enjoy “the show.”
From: A message from Maryam Banikarim
Sent: Friday, September 14, 2012 9:52 AM
Subject: Cool Balls
As I mentioned yesterday at the USA TODAY employee presentation, with Sam’s permission, I’d like to share his full note regarding our new logo and getting our mojo back….
Enjoy.
Maryam
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Cool Balls by Sam Ward
I have a dream . . . that one day all Americans will join hands and declare their undying love for our balls; our spheres of influence, our behaviors, or whatever one chooses to call them.
Actually, and perhaps with an air of creepiness, I DID have a dream about this very topic. I dreamt that people all over the place were talking about the images in USA TODAY’s balls. It was creating quite a stir; which, if we do our job right, shouldn’t be far from the truth.
Whenever anyone steps outside the boundaries of the box it will create a stir. In fact, nothing good can be created without stepping outside the box. No, let me rephrase that; nothing can be created at all without stepping outside the box. Our balls could be our boldest statement; our chance to engage readers on a level that we currently are not doing.
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