EURACTIV Metamorphosis: The story behind EURACTIV’s rebranding

Although we have taken on a more elegant, clean and modern look and feel, EURACTIV remains your favourite yellow website.

Dear Reader,

As you discover our rebranded euractiv.com website today, we wanted to walk you through the changes that have been taking place at EURACTIV over the last six months or so.

Last year we surveyed our readers, partners and clients. The message we got was loud and clear: EURACTIV was in need of a metamorphosis! We took that to heart and have been working very hard to make that happen, with the EURACTIV rebranding as its culmination point.

You, our readers, indicated you wanted better and easier access to our free content, on your desktop and on the go. We launched The Brief – a straight-talking, bite-sized and fun wrap-up of the day’s news – in September 2016. The Brief quickly established itself as a new afternoon fixture in 50,000+ email inboxes and received congratulations for its analysis and style from laymen and prime ministers alike.

Subscribe here, if you do not yet receive your daily copy of The Brief. It’s free!

8 NEW POLICY HUBS

8newpolicyhubs2017

Today we’re rolling out 8 new Policy Hubs and a whole series of Policy Topics that will simplify your access to our rich and ever-growing content. The 8 Policy Hubs are: Politics, Global Europe, Economy & Jobs, Energy & Environment, Digital, Agriculture & Food, Health, and Transport.

You can get up to the minute updates on each of these Policy Hubs by following their respective Twitter accounts: @eaPolitics, @eaGlobalEU, @eaEconomy, @eaAgriFood, @eaHealthEU, @eaEnergyEU, @eaDigitalEU and @eaTransport.

You can also subscribe to our 8 weekly Policy Hub newsletters. These are also free!

EURACTIV NETWORK & TRANS-EUROPE EXPRESS

You told us we needed to better leverage our pan-European Network. We publish in 12 languages and on as many sites (euractiv.fr, .de, …), and exchange content on a daily basis with an even bigger number of national media from across the continent (The Guardian, La Tribune, Der Tagespiegel, …). We are truly unique in this.

trans-europeexpress2017

Among other things, it helps the Brussels bubble better hear the voices and concerns from other European capitals. That is why we launched the Trans-Europe Express (TEE) newsletter at the end of January 2017. TEE gives you an insider’s view of the most important coverage from across the EURACTIV Media Network, our media partners and more, and is landing in your inboxes every Friday at lunchtime.

Subscribe here, if you do not yet receive your weekly of the Trans-Europe Express.
And yes, TEE is also for free!

MORE IN LINE WITH CLIENT NEEDS

Prompted by our clients’ need for more clarity and flexibility, we have rolled out a series of new and updated products and services. For example, our supporters can now associate their name with one or more specific Policy Topics, instead of the broader policy sections of the past. This will also provide them a better, more efficient approach to raise awareness on their viewpoints. Our editorial work remains independent from these messages from our supporters.

We have inaugurated a new EURACTIV office in Brussels, and now have a much bigger video studio and events venue available to welcome all of you.

And last, but not least, you indicated a need to refresh our brand image and our company colours. So we did that too.

REBRANDING EURACTIV: THE NARRATIVE BEHIND THE NEW LOGO

EURACTIV’s new logo

Many people say EU policy is boring. Or dull. Or lifeless. We beg to differ: our mission is to make them change their mind. Since the beginning EURACTIV has delivered free policy news, contributed to the debates through events, reports and other services for EU stakeholders. We do this in 12 languages from 12 capitals. We reach 1.7 million users directly and indirectly via our media partners, every month.

Is being pro-European less obvious these days? Not for us: we were born European, it’s in our DNA! We are now changing and growing, to support Europe even better. “Pro-European” does not mean “pro-EU institutions”. When they get it wrong – and they often do – we say it and we write it. This is also the narrative behind the new EURACTIV logo.

EURACTIV REMAINS TRUE TO ITS CORE VALUES

  1. MULTILINGUAL reporting, across 12 languages from our capitals network
  2. Fostering TRANSPARENCY in these debates and among the Community of EU actors
  3. Supporting EFFICIENCY in policy-making. Saving time for readers saves EU process time
  4. Guarding MEDIA INDEPENDENCE at EURACTIV and cooperating with other media

COMPANY COLOURS & basic shapes: (more) modern, and still yellow!

Although we have taken on a more elegant, clean and modern look & feel, the EURACTIV network remains your favourite Yellow Team!

Yellow has defined EURACTIV’s identity and branding since its launch. Yellow remains our dominant colour. We have warmed up our yellow – easier on the eye, and conveying warm relations with “EU Actors”.

White is the main supporting colour. White stands for transparency in EU policy debates and also for media independence, ethics.

Black and navy blue are two other supporting colours in our new EURACTIV branding palette. Black will be used mainly for textual elements as the most efficient way of communicating, while navy blue will complement the black in more complex designs.

EURACTIV’s Star Bubble combines the EU flag’s star and a speech bubble. Its main design element is the 72 degrees inclined line that we will also be using in our overall branding concept.

AND FINALLY, 3 QUESTIONS FOR YOU…

  1. What areas should EURACTIV prioritise?
  2. Do you agree with the above listed values as the most important ones for EURACTIV?
  3. How could EURACTIV better help you and Europe?

Click here to leave us your answers.

Yours truly,

Frédéric Simon
Publisher
EURACTIV.COM plc