La Opinión Unveils New B to B Marketing Communications.

Entering its 75th year in publication,
La Opinión, the nation’s leading Spanish language daily newspaper, announced changes to its corporate identity with a new tagline and corporate logo. The phrase, “Make an Indelible Impression,” replaces the company’s current tagline, “The Leading Spanish-Language Daily Newspaper.”

“The new tagline plays off the marketing industry’s definition of the term ‘impression’ while emphasizing the benefits of print and highlighting the unique relationship La Opinión enjoys with its readers,” said Miguel Pereira, Director of Marketing. The tagline will be rolled out immediately throughout La Opinión’s business-to-business marketing communications materials, including direct mail, web banners, event marketing signage, and business-to-business advertising.

In addition, changes were made to the corporate logo through the incorporation of contemporary graphic design elements to present a more streamlined appearance.

“Our new slogan showcases not only the value of print as an advertising vehicle, but leverages our achievements and successes to place us amongst the best information and communication resources in the country,” added José I. Lozano, Publisher and Chief Executive Officer.

The new design also includes iconography that emphasizes the impact of print media by featuring symbols that leave a unique mark, such as a fingerprint, handprint, footprint and an inkblot. Each image also symbolizes the individuality of the newspaper and its readers. The new corporate signature will be officially unveiled at the Association of Hispanic Advertising Agencies (AHAA) conference taking place later this month in Scottsdale, Arizona.

1 2000 Gallup Media Usage Study
2 September 2000 ABC Audit