AP: Advancing the power of facts

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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.

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"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.

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