OpenWeb’s rebranding channels the 19th century

New York – Distancing itself from the aesthetics and ethos of other technology companies, OpenWeb has unveiled a rebranding that hearkens back to the analogue era.

Focusing on ways to improve online conversation and build healthier discourse between netizens, OpenWeb provides publishers such as Hearst, Yahoo! and News Corp with integrated comments sections and chat forums. Its new look eschews modern web aesthetics for a brand identity that references nineteenth-century typography and newspaper headlines.

Designed by strategy and communications company Collins, the result is a more tactile alternative to the cold, sleek identities that dominate much of the technology industry. ‘From the beginning of the project, we believed OpenWeb was not a ‘tech’ company – it’s a conversation company. So not feeling or looking like an interchangeable, shiny tech company is exactly where we needed to be,’ explains Megan Bowker, design director at Collins.

Separating itself from the social media platforms and tech companies that capitalise on the culture wars to maximise engagement, the rebranding helps align OpenWeb with the principles of Veritas Media.