Atlantic Media has unveiled a brand new corporate logo and website they’re hoping will catapult them into a world class, digital-first enterprise. They formally released the expected statement this morning. They write, “The logo—modern minimalist geometric letters using a blue and silver grey color split—reflects key principles of digital design: simplicity and clarity of brand identity.”
But the statement we prefer is the one that wasn’t released to the public. This is the company-wide doozy from Publisher David Bradley to Atlantic Media that has him marveling over the invention of horse drawn carriages and hazelnut goodness of Nutella. No, no, not really. But he is marveling over the idea of a — hope you’re sitting down for this — whoa! a brand, spanking new NEW LOGO. He also gushes over the concept of one of his employees securing the URL called “Atlantic Media” for their site. Did we somehow miss the invention of the automobile?
Bradley writes, “The logo is something very new in my life – modern, spare, simple, minimalist. And, the website itself is, at least to those of us in media, sheer excitement. … If one website only could be Times Square, this would be it.”
As for praise, Bradley spares nothing. “I think it’s fair to say that no finer work has been accomplished online on my watch.” Really, it is clean and beautiful, but are we still in Roman times? There are a number of lookers out there.
Bradley ends the romantic memo by saying this will be his last correspondence with staff before the new year. Damn! We were hoping for a daily diary. Delivered by pigeons, of course.
See the internal memo Atlantic Media didn’t widely circulate…
Sent: Wednesday, December 19, 2012 4:54 PM
Subject: Introducing You to the Company’s New Logo and Corporate Website
Atlantic Media Colleagues,
Creating a great corporate design and a great corporate website have not been among my signature accomplishments in media. Only after buying the Atlantic Monthly did I discover someone else owned the Atlantic Monthly URL. Similarly, Atlantic.com was taken. Even Atlantic Media was gone. In fact, it was not until the arrival of a new colleague, Tom Cochran, that we had any success in securing rights to a fitting URL for our growing company; in his first month with us, Tom negotiated rights for us to own the Atlantic Media URL.
So, I’m writing today to let you know that we have launched the new website, with the company’s new logo. Here is the link:http://www.atlanticmedia.com/.
The logo is something very new in my life – modern, spare, simple, minimalist. And, the website itself is, at least to those of us in media, sheer excitement. The breakthrough concept you will see is the designer’s decision to showcase, live, the pieces of content running on all Atlantic Media websites. Atlantic Media is creating 80,000 pieces of content a year, much of it now passing across the screen of our corporate website. If one website only could be Times Square, this would be it.
The thinking behind today’s launch was lead by Zazie Lucke, the firm’s Vice President of Marketing and Strategic Partnerships, and her deputy, Jean Namkung. The design itself was created by Emersson Barillas and Dante Meick. I think it’s fair to say that no finer work has been accomplished online on my watch. Finally, much of the work featured, the very-forward posture of Atlantic Media to the new digital world, is realized only at the insistence of my colleague, Justin Smith. Much that is here is tribute to Justin’s leadership.
This will be my last writing to the firm this year. I wish you all a very happy holiday.