The September, 2010 edition of American fashion and lifestyle magazine W featured a newly revamped W logo and a brand new tagline. The new branding comes as part of an overhaul of the entire magazine.
|The new italic W logo||The old W logo|
Speaking about the re-design in an interview with WWD, editor in chief of W Magazine, Stefano Tonchi, said,
And then it is a new logo, as much as it looks like the old one, in a new typeface [called] Benton. It’s kind of skinny, it’s very vertical. It’s very elegant and it is italic, with a sense of movement, evolution. Then there is a tag line — that was never a part of W — which I think defines what W stands for. It’s not just women’s fashion, but the world of style and, more exactly, our five Ws: the who, the what, the where, the when and the why in the world of style.
|Magazine cover with new logo and tagline||Old cover|
As mentioned the new typeface is accompanied by the tagline featuring five Ws which appear on the magazine’s website. This is used as a way to divide content on the web site and also in the magazine. That’s certainly not a new idea but it works beautifully.
Personally I love the new W. It is very elegant, almost a kind of an Audrey Hepburn of the font world. The touching serifs almost create another shape with a nice sense of movement. It’s only when I compare old and new that I realize I never really noticed the old one, but the new W has a beautiful, sophisticated look that’s easy on the eye.
What do you think of the new logo? An improvement or a step backwards?