Fortune creative director Paul Martinez writes about the business magazine’s new logo, its 10th in its 86-year history.
Martinez writes, “Why would we change the look of such an iconic brand? To reflect our working thesis, which we outlined in November, that every aspect of business is about to change, creating what we call the ‘21st Century Corporation.’ Months in the making, the goal of our redesign is to create a visual representation of this new entity.
“We used Fortune’s modernist heritage as a starting point. My talented team of art directors—Peter Herbert, Josue Evilla, and Michael Solita—worked with editor Alan Murray and deputy editor Clifton Leaf to pair this aesthetic with a strong, graphic, forward-leaning look. The result? A design that is clean, modern, approachable, and clutter-free.
“You’ll see the first complete representation of our new aesthetic in the November issue of the magazine. Its design emphasizes a quick, serviceable ‘front of book’ that is full of digestible data, news, and takeaways. For the ‘feature well,’ as we call it, we created a clean canvas to deliver strong, long-form stories—a Fortune signature since our first issue in 1930.”
Read more here.
