I didn't much care for that as a slogan. It doesn't really say what they do. It needs to be a call-to-action, not an identification of the problem.
I understood it as a reaction to the sheer amount of lies passed off as news that influenced the 2016 election, and has not gotten any better. But I don't think "darkness" is a good metaphor for it. The problem isn't too little information, but too much, most of it bad.
They needed something that said more clearly "We are committed to giving you the truth as best we can." I think they were hoping it was implicit, but I don't think it landed.
That said, ditching it on the eve of the inauguration is just fantastic. Following their failure to endorse in 2024, it shouts, "Yeah, we're just throwing in the towel on that whole 'truth' thing".
My advice, though: for a new slogan, find the guy who came up with "Take America Back". That's pure gold. It manages to say both "We're going to reinstate a whole lot of manifest injustices" and "The country should belong just to us, and those other guys don't deserve to live here" all at once, with just a hint of violence.
I understood it as a reaction to the sheer amount of lies passed off as news that influenced the 2016 election, and has not gotten any better. But I don't think "darkness" is a good metaphor for it. The problem isn't too little information, but too much, most of it bad.
They needed something that said more clearly "We are committed to giving you the truth as best we can." I think they were hoping it was implicit, but I don't think it landed.
That said, ditching it on the eve of the inauguration is just fantastic. Following their failure to endorse in 2024, it shouts, "Yeah, we're just throwing in the towel on that whole 'truth' thing".
My advice, though: for a new slogan, find the guy who came up with "Take America Back". That's pure gold. It manages to say both "We're going to reinstate a whole lot of manifest injustices" and "The country should belong just to us, and those other guys don't deserve to live here" all at once, with just a hint of violence.