New WSJ magazine to be called WSJ. Note the period

Irin Carmon of Women’s Wear Daily writes Wednesday that the new Wall Street Journal magazine slated to debut later this year will be called WSJ., not Pursuits, as originally planned.

Carmon wrote, “A spokesman confirmed the name: ‘Its understatedness suits the personality of the Journal and avoids the pretense and artifice of many bad magazine names. The three letters happen to be typographically quite pleasing. And its simplicity gives us enormous flexibility visually and semantically.’

“The logo was designed by Tomaso Capuano, who was recently hired from The Times of London to be art director at WSJ., and who designed The Financial Times’ How to Spend It. The spokesman said the idea was the consensus for business and editorial, “‘ecause both sides believed it would resonate with both readers and advertisers respectively.’

“The magazine’s editor, Tina Gaudoin, will take WSJ.’s early materials on a ‘road show’ to advertisers in London, Milan and Paris next month, with U.S. appearances in five cities following in April.”

Read more here.