Principal

The quantity of news we get is so overwhelming and the legacy media’s positioning is so evident that knowing what to read and who to trust nowadays is downright difficult. This saturation seems enough to explais why we spend an average of 12 seconds reading a news article, 26 seconds if it interests us. The numbers are striking, especially for traditional media, which struggle to adapt to the new landscape, as they usually just replicate their traditional headlines in the new medium.

Principal was born with the aim of making journalism more understandable and efficient, and it is the first media outlet in our country that presents the news in a brief, synthesized, and visually structured way. We have called this approach “informative minimalism.”

For the branding, we aimed to create a radically unique personality. The graphical elision of the two “i”s, keeping the dots, adds dynamism to the brand’s composition, alluding to the digital medium and the journalistic commitment to show what we would otherwise not see. The name reflects the spirit of the outlet, which does not get lost in the confusion and disorder of information but focuses exclusively on the essentials of each news story. On what is principal.