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Publication Date: March 3d, 2026
Image remixed creatively from the Economist.
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History is not a dull, monochromatic progression, but a series of vibrant and often violent color revolutions where the shade of a flag or the tint of a pamphlet defines the boundary of an empire.
The visual identity of a publication is its first line of diplomacy; to choose a color is to choose a side, a philosophy, and a destiny.
Specifically, it was a bright, undeniable red. This was our initial homage to The Economist and their iconic nameplate. It felt foundational, a callback to a deep and seasoned perspective. It also saved us time in our quick weekend project that we thought may be short-lived.
Fun fact: it is also the distinct red of the Democratic Socialists of America.
The Economist’s iconic red logo.
In a town as layered, rainbow-ed, and politically charged as Hudson, NY, however, red is not just any color. We came to realize that for some of our neighbors, especially in Hudson, this hue did not evoke analytical rigor. Instead, it provoked a visceral association with "danger" or, perhaps even more loaded in this specific zip code, the Republican Party and a certain President. The last thing we wanted was for our primary color choice to create a barrier to conversation before a single word was read. After all, in the UK, Australia (Labor Party), New Zealand (Labor Party, Norway (Labor Party), Canada (Liberal Party), South Africa (EFF) and in Germany (SPD)… the progressive, or even more socialist political party is usually bright red.
Furthermore, our early framework of publishing satire, guest Op-Eds, or our own editorials all in the same color led to inadvertent editorial siloing that we had not anticipated. Brilliant guest Op-Eds from our neighbors and residents sometimes felt unceremoniously lumped in with our core editorial positions. We were missing a chance to clearly delineate whose common sense was being expressed.
The "straw that broke the camel's back" happened just last week. We published our now-famous "Shallot" satirizing the primary race where Sam Hodge “withdrew in his contest against Didi Barett”. The piece was shared widely, as satire should be. But then, it was re-shared by multiple large Facebook pages across the county without attribution. It was presented contextually as straight news. This led to a series of frantic phone calls from Democratic Party leaders and eventually voices in Albany who were understandably disoriented and, frankly, misinformed by the 3rd parties. Though most were very sad to hear the piece was satire. While it is not our fault when satire is misused on a 3rd party platform, this moment demonstrated that "obvious satire" is only obvious if the platform itself reinforces it. So we are updating our colors. We are introducing a new, robust color-coding system designed to clarify every piece of content we produce.
Oxblood remains our foundational color. This is the voice of the core Hudson Common Sense editorial board. If you are looking for that specific Economist style Mid-Atlantic analysis, you will find it under this rich, grounded tone. It is a shade with a prestigious pedigree: Marist, Bard, and Cornell, all area favorites, as well as MIT and Harvard, each claim a version of this deep, dark red as their own. (Yes, we are leaning into to excellence and merit. Someone has to in this town. If it bothers you it might say more about you than us…)
Cultural and Biological Context: Culturally, Oxblood evokes the Old World leather-bound libraries and the deep history of institutional weight. Biologically, humans associate these deep, dark reds with the hearth and the heart. It is a color that signals a grounded, metabolic stability. It is the color of life-blood and heritage. When you see Oxblood, you are hearing from us.
For Hudsonians: Our Oxblood might remind you of the very store where you get your favorite ice cream and pump your wheels. The Hudson Wail said it best: ⬇️
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https://www.instagram.com/p/DPgf1YcDc8w/?igsh=MTJoNWJtMWF1cHE1YQ%3D%3D
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Whether our Hudson Common Sense Oxblood crimson color reminds you of Stewart’s or an elite university, it doesn’t matter. And that is the point. What matters is that people from all backgrounds, wards, towns, and destinations engage in the marketplace of ideas, in a collective effort to make what we have in common - Hudson - better.
And for our detractors, yes, there is a great Anglo-Sphere quote just for this type of ambition. Get ready to roll your eyes at the timeless Commonwealth ideal captured by Rudyard Kipling’s "If—":
“If you can talk with crowds and keep your virtue, / Or walk with Kings—nor lose the common touch...”
This is the balance we seek, and the readers we serve. It means we are just as comfortable writing ambitious, high-arching language about Hudson’s architecture or political philosophy as we are rolling up our sleeves to engage in the Gossips comment section and call out public fraud. Whether you are navigating the "crowds" or walking with the "kings" of industry and history, we hope you remain dedicated to the same grounded, local perspective.
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When you read perspective from outside our team, you will see Navy Trust. This royal, Yale-inspired blue is a dedicated home for Guest Op-Eds and external expertise. It is also fitting because the blue is close to the Hudson City School District Navy, and we hope to see many local guest op-eds from our community. Consider, for example, the case of an engaged town supervisor who wants to write a Guest Op-Ed. Under our old system, their busy voters and residents might inadvertently confuse their informed, elected voice about their small town in Columbia County with our primary editorial board. Under Navy Trust, that distinction is immediate and visual.
Cultural and Biological Context: Culturally, Navy is the color of the uniform and the institution. It is the "safe" harbor of professional discourse. Biologically, blue represents the vastness of the sky and the sea. It has a calming effect on the human nervous system, inviting the reader to listen to a voice that might differ from their own with a sense of security and trust.
For Hudsonians: Think of this blue whenever you see Hudson High School’s Hawks (go Hawks!). Or, for the cheese lovers amongst us, may you forever think about our trustworthy Guest Op-Ed writers the next time you buy Talbott & Arding cheese. Read all our Guest Op-Eds Here.
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The Process: A Global Effort for a Local Paper
Refining this color palette wasn't just a solo endeavor; we had a lot of fun working through the process with our (highly compensated!) artistic editors and our somewhat elusive "correspondent in Hanoi."
More importantly, this evolution was shaped by the "Common Sense" of our readers. We integrated direct feedback from a formidable cross-section of Hudson: residents who served in America’s armed forces, pioneers who helped found the LGBTQ movement, veterans of Madison Avenue’s advertising heyday, and founders of successful tech companies who live and breathe user experience. Whether you’re reading this on a vintage broadsheet or a mobile phone, this new visual language is designed to respect your time and your intelligence.
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When we dive into systemic complexity, we go British Racing Car Green. Inspired by British motoring and the deep Dartmouth Green of New Hampshire, this is the color of technical essays and investigative analysis. It is often focused on money and budgets, hence the green.
For Hudsonians: As the green of Olana Entrance of the New York State park beckons you in, we invite you to navigate through our deep dives as we explore systemic issues with rigor. And our brand designer points out that this green very nearly matches our Bangladeshi community’s national flag…
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Then, there is the satire. We needed a definitive container for "The Shallot." We chose Marigold Wit. To keep with our slightly haughty theme, you could say this goal-oriented color is for the half a dozen Princeton undergraduates all around town. They give us some of our best ideas. Go Tigers! Or think about the Best Exotic Marigold Hotel.
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