The Associated Press today unveiled new brand positioning that emphasizes the global news agency's vital role as the provider of accurate, unbiased, fact-based reporting to the world.

The branding campaign will highlight how AP advances the power of facts.

The messaging embodies AP's position as the world's most trusted news organization and is supported by the independent, not-for-profit cooperative's longstanding news values and principles, which shape the news, technology and services it provides.

Titles_60s_Sound from AP on Vimeo.

"Since 1846, AP has done more than any organization in the world to expand the reach of factual reporting," said AP President and CEO Gary Pruitt. "We are approaching 175 years of The Associated Press at a time when both journalism and the media business model face serious challenges. It's important that the world understands why our work matters."

As part of the branding initiative, AP has updated elements of its visual identity system. The AP logo remains unchanged. 

A marketing campaign around the new messaging will also be launched.

Updated brand assets can be found online at brand.ap.org. 

About AP

The Associated Press is an independent global news organization dedicated to factual reporting. Founded in 1846, AP today remains the most trusted source of fast, accurate, unbiased news in all formats and the essential provider of the technology and services vital to the news business. More than half the world's population sees AP journalism every day. Online: www.ap.org

Contact

Lauren Easton

Global Director of Media Relations and Corporate Communications

The Associated Press

212-621-7005

leaston@ap.org

Patrick Maks

Senior Media Relations Associate

The Associated Press

212-621-7536

pmaks@ap.org