Publisher and Managing Editor Marty Davis wasn't seeking an entirely new "look" with a redesigned logo, but rather a refined - possibly redefined - treatment of the existing identity. The hope was to maintain the readers' immediate recognition developed at newsstands over the years, while making the paper's flag fresh and a bit more flexible in cover design applications.
The use of the font Gill Sans gave the identity a fresh, contemporary and slimmed-down look (above right) that has worked very well for the publication.
(Note: My new book, Identity Crisis!: 50 Redesigns That Transformed Stale Identities Into Successful Brands, contains case studies from 35 designers and firms located around the world. Learn more about the book on the Identity Crisis! blog.)
© 2008 Jeff Fisher LogoMotives