Philosophy
Al Jazeera English has stated objectives of emphasizing news from the developing world, of "reversing the North to South flow of information" and of "setting the news agenda" (also the channel's slogan). Some observers, including media scholar Adel Iskandar, have commented that this focus can be seen, in the eyes of Western viewers, as casting Al Jazeera English as a global "alternative" news network, though the entire Al Jazeera brand has been heavily mainstreamed in many parts of the world. Other Al Jazeera English slogans and catchphrases include: "All the News | All the Time", "Fearless Journalism" and "If it's newsworthy, it gets on air, whether it's Bush or Bin Laden". Al Jazeera's Code of Ethics mirrors some of these statements. Award winning Creative teams shaped the English brand identity, the on-air studios and its " | " promotional positioning, led by Director of Creative, Morgan Almeida, "to extend the Arabic heritage in a language familiar to diverse global audiences".
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