Our Brand

Logo Assets and Usage Guidelines

AP's new visual identity system was developed to visually capture our brand promise—a guarantee of accuracy, trust, service, resourcefulness and courage on the part of our journalists and all AP staff in gathering, delivering and supporting the news. And it allows us to leverage all the great work we do by uniting under a comprehensive look and feel.

Consistently applied, the system plays a strong role in reinforcing the strength of our relationship with all who value accurate and independent news. As a result, it is essential that the new logos and guidelines are followed closely and with care.

Adhering to them assures that our members and customers can leverage the AP brand in the most powerful way possible to prosper in the evolving digital environment. To learn more, view our frequently asked questions.


Our brand reinforces what you can expect when you encounter AP news, people or products.
Download the Brand Introduction

Brand Guidelines

Access new logo assets and usage guidelines. For help or questions, contact brand@ap.org

Download the usage guidelines

Logo Suite

These files serve as a guideline for the accompanying brandmark artwork and the differences in color, size and format versions, and defines file nomenclature.

Download the AP logo suite
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