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.