Why We Changed Our Logo

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This issue of PHOENIX looks subtly different, no?

Here’s why: Our logo – i.e., that thing you see on the cover every month – got a facelift for the first time in 27 years. All told, PHOENIX has changed its logo five times in the magazine’s 53-year history. The previous version had the longest tenure by far and was looking pretty dated.

Why did it look dated? The font (Bodoni Bold Condensed) has a stately, fusty quality that recalls the 1990s – and wall clocks.

Our challenge: create a modern-looking logo with staying power. Hip, but not so trendy that it will look obsolete in a few years.

Voilà! Our new logo. A modified Akzidenz Grotesk font gives us a sleeker look, but with the strong brow, we like. One aesthetic difference: no serifs, those formal-looking flourishes on each letter.

Next on our list: replace dial-up modems.

For more than 50 years, PHOENIX magazine's experienced writers, editors, and designers have captured all sides of the Valley with award-winning and insightful writing, and groundbreaking report and design. Our expository features, narratives, profiles, and investigative features keep our 385,000 readers in touch with the Valley's latest trends, events, personalities and places.