The Guardian launches unlimited Internet brand

- The Guardian is to launch a new brand on the Internet called 'The Guardian Unlimited'.

- The Guardian is to launch a new brand on the Internet called 'The Guardian Unlimited'.

An umbrella brand, it will house a series of individual sites as separate specialist products.

However, the separate sites will be individually branded rather than appearing as sections of a Guardian newspaper site. Six sites are planned for launch this summer, including a film site, Film Unlimited, and a news site, News Unlimited.

The move follows the highly successful football and cricket sites, Ashes97 and football.guardian, which have both been seen as among the strongest sites in their particular markets, now the Guardian is aiming to repeat this success with the Unlimited sites.

Ian Katz, the Guardian's internet editor, said: "We chose the name Guardian Unlimited because the internet allows us to do things that we simply could not in print. The new brand makes it clear that our online product is much more than simply a repackaged version of our print content. We are confident that our new sites will be more interactive and comprehensive than any in their markets and the word 'unlimited' evokes that well."

Stephen Palmer, marketing director for the Guardian and Observer, said: "The Guardian has a reputation for establishing unique and innovative products which reflect its strong brand values. We are pleased to be taking these values forward into new media by creating Guardian Unlimited."

The Guardian has appointed design guru Neville Brody and Roger Black's Interactive Bureau to provide a design blueprint for the future Websites.

Brody, best known for his work on The Face and Arena, will create an overall design to provide a cohesive brand identity across all the Guardian's websites.

Brody's work transformed magazine design around the world. He has also published his own fonts, founded the influential design event Fuse and had a retrospective at the Victoria & Albert museum.

Brody's graphic talent will be matched by the internet experience of Roger Black. Black's Interactive Bureau will concentrate on navigation, structure and function of the sites.

Interactive Bureau is one of the leading creative groups working on the Internet, and has top-level experience in designing news and editorial sites. Its projects have included USA Today, MSNBC, American Express and Barnes & Noble.

The Guardian has also appointed Ben Wuersching as in-house web art director to develop and apply the design blueprint. Wuersching previously worked as a senior designer for Macromedia and comes to the Guardian fresh from Silicon Valley.





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