Lrytas. Visual identity

Lrytas is one of the best-known Lithuanian news portals, dedicated to objective, reliable and timely local and global news. In the tradition of classic journalism, the portal aims to reach and be relevant to many communities and social groups. It seeks to be approachable and trustworthy to every reader.

Doing in-depth research – delving deeper – is a key principle of Lrytas’s work. The motif of scattered sheets of paper reflects the aim of capturing the multifaceted nature of each story and revealing new details layer by layer. That motif became the central element of the new visual identity.

The chosen font recalls text written with a quill, thus taking their traditional brand traits into the digital environment. The tone of the modern yet subtle colour palette is a balance of professional and warm, as gradients further underscore the overlapping integrated research processes and create space for stories to unfold.