The Associated Press will roll out a new visual identity system, including an updated logo, this year. The identity system is the first significant change in AP’s look in 30 years and follows the development and implementation of a master-brand strategy in 2010.

“Visual identity system”? “Master-brand strategy”? Why are they talking like that?

How about something along the lines of: “Today, the AP has introduced a new logo, part of a branding strategy developed last year to build on the organization’s long history while looking to the future.”

Much better is the AP’s brand introduction presentation. Some of the images in that deck speak volumes about the level of reporting that’s happening there. There’s also a video on the site’s homepage and a teaser for a website redesign.