報導者 The Reporter
Rebranding & Strategy
BOLDER ＆ WIDER
開闢通往更加大膽與廣闊的媒體品牌之路
《報導者》長期致力於打造共好的媒體環境，為台灣提供優質的深度報導，StudioPros 很榮幸的在《報導者》邁入第六年的同時，以品牌顧問的角色協助團隊進行品牌重塑，一同與報導者內部設計團隊為《報導者》打造更良好的媒體品牌體驗。
The Reporter has long been dedicated to creating a collaborative media environment, providing high-quality in-depth reporting for Taiwan. StudioPros is honored to take on the role of brand consultant as The Reporter enters its sixth year, working alongside their in-house design team to reshape the brand and enhance its media brand experience.
點此造訪報導者開源品牌系統
Services
品牌顧問服務 Brand consultant
品牌體驗研究 User Experience
品牌識別系統 CIS Design
Context
在《報導者》邁入第六年的同時，透過整合品牌核心價值、盤點組織工作流程，重塑品牌識別設計以協助《報導者》發揮更大的影響力。
As The Reporter enters its sixth year, the brand has been reshaped by integrating its core values and evaluating organizational workflows, redefining its brand identity design to amplify its impact.
Strategy
藉由研究與使用者訪談，StudioPros 與《報導者》設計團隊一同探討品牌洞察，針對品牌體驗、品牌識別系統兩個面向進行整合，重塑品牌核心價值。
Through research and user interviews, StudioPros collaborated with The Reporter’s design team to explore brand insights. Together, they integrated perspectives on brand experience and identity systems, redefining the core values of the brand.
Solution
透過前期的研究方法、深度訪談瞭解《報導者》的聽眾與讀者，同時整併品牌內部的聲音與想法，再一次的透過設計，將品牌核心價值更精準的傳遞。除了在視覺上、標誌細節上之更新外，也協助梳理《報導者》團隊內部的溝通工作，導入更加系統性、更適合網路媒體的設計方法與工具。
By employing research methods and in-depth interviews, we gained a deeper understanding of The Reporter‘s audience and readers, while consolidating the voices and ideas within the brand. Through design, we refined and precisely communicated the brand’s core values. Beyond updates to the visual identity and logo details, we also assisted in streamlining internal team communication. This included introducing more systematic and digital media-appropriate design methodologies and tools.
體驗研究─藉由使用者深度聆聽《報導者》
團隊藉由讀者問卷調查與深度的訪談，交叉比對內部成員與外部讀者的認知差異。而前期的研究回饋，最具有價值的莫過於再次激起內部對於品牌核心與價值的檢視，成為品牌向內重塑的機會。同時透過外部使用者訪談，讀者對品牌的回饋中也賦予了《報導者》核心價值「開放」、「多元觀點」新的想像，成為日後品牌策略發展的重要根基。
Experience Research: Deep Listening to The Reporter’s Users
Through reader surveys and in-depth interviews, the team cross-referenced the perceptions of internal members with those of external readers. The most valuable outcome of this initial research was the opportunity it provided to revisit and reassess the brand’s core values, sparking an internal process of brand reshaping. Additionally, feedback from external user interviews offered new perspectives on the brand’s core values of “openness” and “diverse viewpoints,” laying a solid foundation for future brand strategy development.
品牌重塑核心概念：BOLDER ＆ WIDER
作為數位先行的網路媒體，我們針對現行的標準字強化了「報導者」標準字在螢幕的表現，讓它更清晰易讀；同時也將 Logo 的顏色調整得更鮮明，不論是在主網站或是社群平台，希望能讓讀者對《報導者》標誌留下更深刻的印象，將品牌重塑一同聚焦於更加大膽前行與開放的精神之上。
在品牌圖騰與插畫的應用上，也選用更加大面積的色塊、與象徵記者現場筆記的筆觸，讓後續品牌調性應用上更加同步。
Be BOLDER & WIDER
As a digital-first online media outlet, we enhanced the performance of The Reporter’s logotype on screens, making it clearer and more legible. The logo’s colors were also adjusted to be more vibrant, ensuring stronger recognition across the main website and social media platforms. The brand redesign centers on a spirit of bold progression and openness, creating a more impactful visual identity.
For brand patterns and illustrations, we introduced larger color blocks and brushstroke elements symbolizing journalists’ on-the-ground notes. These updates align the brand’s tone with its applications, ensuring greater consistency and synergy in future designs.
清晰的品牌系統，打造更全面的報導者
奠基於上述的視覺系統，品牌更深入與全面，除了在使用上更簡易與符合使用習慣，透過一致且完整的視覺語彙，也為品牌提升視覺記憶點。
A Clear System for a More Comprehensive brand
Building on the refined visual system, the brand has become more cohesive and comprehensive. Not only is it easier to use and aligned with user habits, but the consistent and complete visual language also enhances the brand’s memorability and recognition.
檢視品牌使用場景，整合技術建構更流暢的工作方式
品牌設計必須考量更全面的應用，除了製作有效的視覺表現，也須考量到應用場景。奠基於前期的研究，我們與報導者團隊一同定義了設計師與社群行銷團隊的工作流程。透過串接工具 Figma 與 Excel，社群團隊不需設計師即可自行由 Excel 輸入文字，並透過外掛即可簡易且快速的產出符合品牌規範之圖片。
規範清晰化，提高團隊工作流程與效率
除了社群使用之圖片，專案團隊亦整合了影片使用場景，建構出一系列完整的規範，並將規範整合於 Figma 上。即使無專業設計人員，也可輕鬆地使用與出圖。
Streamlined Guidelines to Enhance Workflow and Efficiency
Beyond creating visuals for social media, the project team also integrated video usage scenarios, developing a comprehensive set of guidelines. These standards were consolidated in Figma, enabling even non-design professionals to easily utilize and generate visuals, significantly improving workflow efficiency.
實踐開放精神，建立開源的品牌設計規範
呼應《報導者》公共性的開放精神，我們與《報導者》團隊決定將品牌設計規範搬上 Gitbook 平台，讓內部方便協作之外，也提供外部下載、閱覽，希望藉此讓《報導者》對於設計與產業產生討論與影響，讓《報導者》的品牌設計規範成為與時俱進的設計資源平台。
Establishing an Open-Source Brand Design System
In alignment with The Reporter’s public-spirited ethos of openness, the team decided to host the brand design guidelines on the Gitbook platform. This approach not only facilitates internal collaboration but also allows external audiences to access, download, and review the guidelines. By doing so, The Reporter aspires to spark dialogue and influence in the design and media industries, positioning its brand design guidelines as a forward-thinking and evolving resource platform.
報導者 品牌重塑
The Reporter Rebrand
StudioPros Design
Art Direction | 李宜軒 Yi-Hsuan Li
Visual Design | 李宜軒 Yi-Hsuan Li、張文馨 Moon Chang、林祐新 Pomelo Lin
Consultant | 李宜軒 Yi-Hsuan Li、張文馨 Moon Chang
The Reporter Team
Art Direction | 林珍娜 Chen Na Lin
Visual Design | 林珍娜 Chen Na Lin、黃禹禛 Yu Chen Huang、江世民 Ethan Kong
Marketing | 陳星穎 Hsing Ying Chen
External
Type Design | 許瀚文 Hui Mon Hsu
Cel Animation | 呂秉真 Binbin Lu
Motion Graphic | 邵乃乃 Weahao Shao
Music Composition | 曾文廷 Danist Wen
The Reporter Brand Design Guideline
Date | 2021