Hachette U.S. Unit Gets Rebranding Treatment

Elle publisher Hachette Filipacchi Media U.S. has closed or sold off many of its magazines in recent years, leading to speculation that it plans to pull up stakes in the United States altogether.
 
Now, the U.S. unit of France’s Lagardère Group is getting ready to do a different kind of streamlining. Hachette is changing its name to HFMUS and adopting a forward-slanting logo to associate its name with speed and innovation.
 
A growing list of companies from the Y (once YMCA) to AARP (formerly the American Association of Retired Persons) has shortened their names.



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