The Upshot delivers news analysis, data visualisations, commentary and historical context across all parts of The New York Times. Led by David Leonhardt, the whole purpose of The Upshot is to make sense of what’s going on in the world. It distills the editorial content into a concise visual summary. It delivers the “upshot” of the news.

The Challenge was to create an identity that works within the New York Times visual language and within the New York Times digital environment while demonstrating what an “upshot” is. In the context of the Times, an “upshot” is the outcome of the big story; it is that crucial thing that comes after the colon.