Firedoglake.com (FDL) is a leading progressive news site, online community, and action organization consistently ranked as one of the most influential political websites. We think of FDL as like the New York Times, if the Times had a heart, a soul, was written on a street corner, and edited in your living room. The New York Times, in turn, has described FDL as a “yeasty mix of commentary, invective and inside jokes.”
FDL’s work and contributors are frequently featured by CNN, MSNBC, FOX News, ABC, CBS, and countless print and online publications. We identify both as a media company and advocacy group; we regularly engage in reporting and political action around a wide range of issues, from financial transparency and health care reform, to marijuana legalization and foreclosure fraud.
What does “Firedoglake” mean? Our founder named the site as such because she likes to lay by the *fire*place, with her *dog*s, watching the *Lake*rs.
Our logo will be primarily used on our website, seen by our readers and activists. We also plan on using our logo as our identifier when featured in other media outlets, as well as a brand for display on swag and other materials.
We attract a community of edgy, informed people who embody many of the same attributes of our site at large (more on that below). While our current audience is older and highly educated, our target audience is a broad, online audience of news consumers with a liberal bent.
While our full name is Firedoglake, our logos have stuck with “FDL” as the main identity.
* Who we are / Wants:
UPDATE/IMPORTANT: FDL is first and foremost a media outlet and a political action community. Our goal is to have that communicated in the logo - that we're about progress and action.
FDL is bold, edgy, honest, snarky, accessible, aggressive, informative, principled, passionate, action-oriented and results-driven.
We’re looking for a strong logo is bold, clear, simple, and that communicates the strengths of FDL’s identity and community.
Fire/flame has been present from the beginning of FDL’s identity - we’d like to continue to use a flame as an icon, if it works. (We don’t really have an opinion on a “lake” element.)
We do want space for “firedoglake.com” to be included in small text in the logo.
* What we’re not/Don’t want:
FDL is NOT stuffy, cute, restrained, timid, pretentious, insider-y, mean, impulsive, quiet. No cartoons. No dog in the logo. No serifs.
We use the following colors in our current identity; we want to stick with this family but are not married to these specifics. The most important thing is the bold blue, with the orange to complement.
light blue: #009CBA
dark blue: #16416E
We would really like to see variants both on a (dark blue?) background color, and on white background.
* File formats:
Print - .ai (CMYK)
Web - .jpg and layered .psd