"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.
"...But the new logo says it all. We reached back into Fortune’s extensive archives to recreate a modern sanserif design that further emphasizes a clean, bold and contemporary design. (Click here to learn how the new design fits into the context of Fortune’s history.) You’ll find it used in conjunction with a subdued color palette and a well-defined grid—not to mention impactful photography and illustration and the deeply reported business stories that Fortune is known for.
"It’s a new era, and we can’t wait to get started."
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