MISREPORT — Naming · Brand Identity · Communication
News on fake news
When a journalist meets a techie, fake news stand no chance. Codruța Simina of PressOne and Ovidiu Mihalcea of Rubrika set out to prove just that by initiating the first newsletter in Romania with news on fake news. The project started in the spring of 2020, right when misinformation was blooming, in the midst of the emerging global crisis.
Naming was challenging, as usual, and great fun. How many times do we get the chance to think of names for non-truth? We were lucky to come across Misreport, a dictionary word that encapsulates precisely what the initiative is about, false or incorrect reporting. It’s quite rare nowadays for such a simple word to be available for use.
Designing the identity was equally enjoyable. With a very specific brief and a friendship in the background, it turned out to be one of our most efficient and fruitful collaborations. We were pleased and only a bit surprised that the coolest option was chosen from the proposals. It’s serious and relaxed. Witty without compromising on clarity. A charming typeface by PampaType, in fact a combination of Amster and Amster Versal Iluminada. As with fake news, the devil is literally in the details.
“I think the name you’ve found has helped me find the exact unique place in the market that I wanted for my newsletter. I also think it’s a brave name, because it’s English on a Romanian market. I see this as an advantage, maybe we’ll have an English edition of the newsletter one day. And the design elements are playful, I can apply them in different types of media, according to my needs. Thank you!”