The New York Times
Confidence is 0 to 1 — a low score is reported, never hidden. Set a floor in your own code and fall back to your defaults below it, rather than shipping the raw score as certainty.
The kit
Brand colours
Click a colour to copy its hex.
Also on the page · 6 colours
Fonts
- Headline case
- none
- Headline tracking
- normal
- Headline weight
- bold
Logo
The iconic 'The New York Times' blackletter/Gothic calligraphic wordmark, prominently displayed at the top center of the masthead.
Sampled from the mark
- Source
- inline-svg
- Lightness
- 0.00
- Transparent
- yes
The page we read
The capture every value above was read from. Its top, at readable scale.
The read
The company
Positioning
The New York Times provides comprehensive live news, investigative reporting, opinion, photos, and video coverage from over 150 countries worldwide. It serves a global readership seeking accurate, authoritative, and in-depth journalism across politics, business, technology, science, health, and culture. Through its commitment to independent reporting, it sets the standard for trusted, high-impact news publishing.
Who it is for
Global news consumers, professionals, policymakers, and subscribers seeking rigorous international news and investigative reporting.
Values
Editorial IntegrityGlobal PerspectiveIn-depth JournalismIndependenceLook and feel
Sharp corners, dense layout, editorial, journalistic.
Reads as
editorialjournalisticclassictrustworthynewspaperRecurring motifs
fine horizontal rulesvertical column dividersmulti-column grid layouts- Theme
- light
- Corners
- sharp
- Density
- dense
- Borders
- solid
- Shadows
- none
- Gradients
- no
- Icons
- outlined
- Illustration
- none
- Photography
- full-color
- Imagery shows
- news photojournalism, portraits, current events, cultural and lifestyle imagery
- Imagery composition
- rectangular grid framing, documentary-style cropping, tight content integration
- Imagery grading
- naturalistic, journalistic, unedited full-color
Motion
Functional, subtle UI transitions enhance utility with a floating mini-navigation sliding into place and gentle fading financial tickers.
Signature effects
438ms sliding floating mini-navigation reveal5000ms slow opacity fade on stock ticker elements300ms background color transition on media containers- Intensity
- subtle
- Speed
- moderate
- Easing
- smooth cubic-bezier deceleration curve with linear opacity fades
- Scroll animations
- no
- Hover effects
- yes
- Honours reduced motion
- yes
Voice
The voice reads Authoritative, Objective, Informative, Restrained.
Tone
AuthoritativeObjectiveInformativeRestrainedVoice
JournalisticMeasuredEditorialTrustworthyWords it uses
Live newsInvestigationsTop StoriesSubscribeCoverageWords it avoids
ClickbaitHot takesViral contentRevolutionary tech- Calls to action
- Direct, transactional, and imperative, primarily prompting subscription or reading.
- Headline case
- title
- hero headline
- Direct, factual, and editorial without sensationalism.
- CTA
- Clear, direct, and focused on subscription access.
The recordwhat we measured, and how sure we are
How the brand reads
The New York Times is a global news publisher providing live journalism, investigations, opinion, and multimedia reporting from over 150 countries.
Known for
Investigative journalismGlobal news coverageThe Daily podcastEditorial commentaryDesign personality
Classic newspaper editorial aesthetic adapted for digital, featuring high starkness, dense typography, structured columns, and an overwhelmingly light paper-like surface.
Design conventions
Paper-like background dominant surface (#FEFEFE)Muted slate and blue accents for navigation controls and buttonsHigh-contrast editorial typography and structured grid layoutsWriting style
Journalistic narrative style using declarative sentences, concise summaries, and precise terminology without hype.
Audience, inferred
Educated global citizens, professionals, and news readers looking for trusted, comprehensive, and non-sensational news coverage.
Values, inferred
Editorial IntegrityGlobal PerspectiveIn-depth JournalismIndependenceApplying the brand
Design with a light-mode layout using stark white slides (#FEFEFE), sharp black serif typography, clean grid structures, and subtle slate blue (#567B95 or #326891) accents for key callouts or key metrics. Maintain a clean, academic, and authoritative editorial layout.
Spacing and accessibility
- Base unit
- 8px
- Scale
- 0.5 · 1 · 2 · 3 · 4 · 6 · 8
- Content margin
- 24px
- Contrast target
- AAA
- Minimum font size
- 16px
- Colourblind safe
- yes
How this was read
- Platform
- WordPress
- Overall confidence
- 0.53
- Font confidence
- 1.00
- Schema version
- v2
The score was built from
Logo not foundPrimary color extractedSecondary color not foundFonts found: nyt cheltenham, nyt imperialCompany name found: The New York TimesNothing could fill
font_availabilityConfidence is 0 to 1 — a low score is reported, never hidden. Set a floor in your own code and fall back to your defaults below it, rather than shipping the raw score as certainty.
Read something wrong? Sample it again — this page follows within 15 minutes.
Confidence per field · 19 fields
- description
- 0.00
- industry
- 0.00
- tagline
- 0.00
- font_availability
- 0.30
- accessibility.contrast_target
- 0.85
- audience
- 0.85
- brand_intelligence
- 0.85
- colors
- 0.85
- contrast
- 0.85
- copywriting
- 0.85
- fonts
- 0.85
- logo_description
- 0.85
- motion
- 0.85
- name
- 0.85
- positioning_statement
- 0.85
- tone
- 0.85
- values
- 0.85
- visual_style
- 0.85
- voice
- 0.85
Get this as JSON
GET /v1/brands/nytimes.com
curl https://api.extractbrand.dev/v1/brands/nytimes.com \
-H "Authorization: Bearer YOUR_API_KEY"Sampled from nytimes.com on . Own this brand? Claim it or report this page.