The Mario Blog
Tampa Bay Times coming soon: great chance for reinvention of a giant of the regional press

TAKEAWAY: It is obvious that the St. Petersburg Times, one of the best regional dailies in the US, is ready to make a quick dash across the bridge that connects Tampa and St. Petersburg as it lauches its new name Tampa Bay Times. Time for a new nameplate?

TAKEAWAY: It is obvious that the St. Petersburg Times, one of the best regional dailies in the US, is ready to make a quick dash across the bridge that connects Tampa and St. Petersburg as it lauches its new name Tampa Bay Times. Time for a new nameplate?

Update #1: 1:11 p.m.—font names and bigger image of my favorite nameplate variant

blog post image
Here is the existing logo of the St. Petersburg Times

blog post image
And some interesting ones we tried as possibilities as this newspaper reinvents itself

blog post image
Here is my favorite of the nameplate possibilities.

What’s in a name?

It depends on what the name is, what it conveys, and its projection. One name that will be different come January 1, 2012, is that of our local newspaper here, The St. Petersburg Times, which will become the Tampa Bay Times.

I am all for reinventions, and, my first reaction packs a double message:

1. On the one hand, I know that the St. Petersburg Times is a robust brand. Journalistically, the mention of its name almost anywhere in the world evokes thoughts of a quality newspaper which journalists globally crave to visit and to learn more about how it does everything from reporting the news to printing color to designing its pages. Of course, the change of name does not imply a change of the newspaper’s journalistic practices, as CEO Paul Tash states in his announcement.

2. On the other hand, as a resident of Tampa Bay who travels worldwide, I know that to the world we are the Tampa Bay area, so for a newspaper that started making its incursion into Tampa about 25 years ago, and where the competition with The Tampa Tribune dates back many more years, it is a logical step to complete the “invasion”. I live in the Tampa side of Tampa Bay, and I run through my neighborhood of Temple Terrace each morning when I am home, and I can testify that over the years the number of St. Pete Times copies I see in the front yards of my neighbors in a 3-5 mile radio has increased considerably.

The move across the bay has taken place, and successfully, the change of name is the next logical step in the progression.

This is how Tash describes it:

For decades, the Times has been reaching north and east from St. Petersburg. Nearly 25 years ago, we launched our Tampa edition; on a typical Sunday, it routinely sells more than 100,000 copies. By a wide margin, the Times is Florida’s favorite newspaper.

By the way, I am happy to see the word “growth” in Tash’s report: ” The new name reflects the growth of our newspaper and our vision for this region.”

Thinking ahead

So now, as a reader of the Times, and as I envision the new Tampa Bay Times, my imagination starts thinking of how the new nameplate would look.

The Times now has a clean, classic logo set in Old English. It has served it well since the beginning and I imagine that we will probably see the Tampa Bay Times words in Old English, and there is nothing wrong with that.

However, it is 2012, this is a reinvention, and, as reinventions go, a fantastic opportunity to be more playful and to truly show, on page one of the newspaper, the spirit of the new Tampa Bay, complete with a logo that gives the newspaper visual uniqueness.

What fun opportunity for those guys at the Times. In fact, our Garcia Media art director, Reed Reibstein, and I, had some fun coming up with variations that could truly signal a change for the venerable St. Petersburg Times.

What’s in a name? Well, for the new-old Tampa Bay Times, finally a decisive trip across the bridge that unites the two cities of Tampa and St. Petersburg, one that I imagine makes the Times’ legendary editor and publisher, Nelson Poynter, smile.

blog post image
Set in Annabelle Matinee

blog post image
Set in Blaktur

blog post image
Set in Chocolate

blog post image
Set in Dessau

blog post image
Set in Neutraface No. 2 Display

blog post image
Set in Monotype Script Bold

blog post image
Set in Tekov

blog post image
Set in AW Conqueror Carved

For more information:

TheMarioBlog post #882

Blog Post09.19.2017—1am
The Boston Scene
Blog Post09.18.2017—1am
Thoughts on print: still here, still full of surprises, worthy of attention
Blog Post09.15.2017—1am
New report: For publishers, Facebook is no revenue panacea
Blog Post09.14.2017—1am
Smartphones and web traffic: where the action is
Blog Post09.13.2017—1am
Paris Match: a good visit and big plans
Blog Post09.12.2017—1am
Irma: the morning after
Blog Post09.11.2017—3am
Irma: the bad girl on every front page
Blog Post09.08.2017—1am
Type Magazine: the new Roger Black project
Blog Post09.06.2017—1am
Linear storytelling for mobile: a good example
Blog Post09.05.2017—1am
For Le Journal de Montreal: article page acts like home page, sort of
Blog Post09.01.2017—1am
Facebook the new front page?
Blog Post08.31.2017—1am
When it comes to news, “designer labels” can make the difference
Blog Post08.30.2017—1am
Those fabulous print glossy ads
Blog Post08.29.2017—1am
From here and there: what the email basket brings
Blog Post08.28.2017—1am
Why I would show this Times Mag cover to my class
Blog Post08.24.2017—1am
A caricature for the ages
Blog Post08.23.2017—1am
It was the day Americans looked up!
Blog Post08.22.2017—1am
It was all about the solar eclipse of the century
Blog Post08.21.2017—1am
A day without local news? In Minnesota, readers experience it
Blog Post08.18.2017—1am
The good news about print (in the USA)
Blog Post08.17.2017—1am
What’s your lead story right this minute?
Blog Post08.16.2017—1am
Panama’s La Prensa: workshop digital media, day 2
Blog Post08.15.2017—1am
Panama’s La Prensa: digital workshop
Blog Post08.14.2017—1am
Millennials still like their Facebook
Blog Post08.11.2017—1am
All about the Eclipse: the Times nailed it.
Blog Post08.10.2017—1am
It’s the Monocle printed newspaper again
Blog Post08.09.2017—1am
Who pays for news, and who believes the news? Report tells us
Blog Post08.08.2017—1am
Workshops: linear visual storytelling
Blog Post08.07.2017—1am
For newspaper print editions: the power of the headline
Blog Post08.04.2017—1am
Behold the iPad: it’s still part of the media quintet
Blog Post08.03.2017—1am
At the NYTimes: push for customized content moves forward
Blog Post08.02.2017—1am
The Mooch’s quick departure on the front pages
Blog Post08.01.2017—1am
At The New York Times: aggressively pushing digital subscriptions
Blog Post07.31.2017—1am
Thoughts while on vacation
Blog Post07.14.2017—1am
Local newspapers, new digital strategies that work
Blog Post07.13.2017—1am
The Donald Jr. Russian story: It’s somewhere on that front page
Blog Post07.12.2017—1am
Ecuador: where print still dominates
Blog Post07.11.2017—1am
Making those Tweets more graphic
Blog Post07.10.2017—1am
The pain of transformation begins with the people involved
Blog Post07.03.2017—1am
Gone to the beach!
Contact us with speaking requests, questions or to discuss a project.