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Associated Press-Brand Introduction(21p)_大厂VI品牌视觉标准_外企业品牌手册.pdf
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2023-08-07
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Associated Press-Brand Introduction(21p)_大厂VI品牌视觉标准_外企业品牌手册.pdf
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OUR
BRand
a stROng BRand helps Us Be
cleaR aBOUt whO we aRe
and what we stand fOR. It
lets Us ReInfORce what Is
UnIqUe aBOUt ap and what
cUstOmeRs and cOnsUmeRs
can expect when they
encOUnteR ap news, peOple
OR pROdUcts.
In 2009, AP undertook a strategic initiative to develop a
masterbrand strategy that would define what makes us
different from other news organizations, serve as a guide
for business decisions and clarify the values and traits all
AP staff embody. How do we best describe ourselves?
As gutsy, resourceful and connected. What do we value?
Integrity, action and independence.
The AP visual identity system brings these traits and
values to life. It allows us to leverage the great work we do
by uniting under a comprehensive look and feel, driving
competitive advantage and creating a distinct footprint in
the media marketplace.
With more experience reporting and delivering news than
any other agency, our independent standing and a strong
commitment to the people’s right to know, we are the definitive
source for trusted news.
All of us at AP understand this extraordinary mission, which
dates back to 1846. But it is also important to make a bold
statement to customers, members and news consumers about
what we do.
AP is unique in the world among news
agencies in that our only agenda is news:
We are solely focused on the mission of
newsgathering, distribution and service.
BRand ValUes
In an increasingly fragmented media world, AP’s values —
integrity, action and independence — shape our trusted
reputation and underscore the expertise that differentiates
us from others in the industry. These brand values are the
foundation for our behaviors, actions and culture.
Since our beginnings, AP has been the first to tell the world
of many of history’s most important moments, from the
assassination of Abraham Lincoln and the bombing of Pearl
Harbor to the fall of the shah of Iran and the death of Pope John
Paul II. Whether it’s being on the front lines of 9/11, the Gulf
oil spill, the earthquake in Haiti or the fall of Libyan dictator
Moammar Gadhafi, AP’s core mission to cover breaking news
plays out on center stage time and again.
IntegRIty
Beijing-based video journalist Ken Teh covers the violent street riots in Bangkok, as police
squared o against Red Shirt demonstrators advancing to pour blood on government buildings.
AP Photo by Sakchai Lalit.
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