Hachette Filipacchi Media U.S. Is Giving Itself A Makeover

Hachette Filipacchi Media U.S. is revamping its image, changing its name to “HFMUS,” Folio: reports. A lot of thought has been put into the company’s new logo:

Hachette says the letters in new logo [pictured] are slanted forward, or toward “the future,” in an effort to “reflect the agile and future-focused mindset of our new corporate culture.” The logo doesn’t include any punctuation to stress the “social community and collaboration” within the company. (Instead of U.S. at the end, US with no punctuation represents the “familial us,” the company says.)

HMFUS is also changing up its headquarters, moving from 50th St. and Broadway offices to the Time Life Building at 1271 Avenue of the Americas.