The Cut president and editor in chief Stella Bugbee provides some context for today’s debut of the Cut redesign. “The last time the Cut changed its look was back in 2012, around the time Taylor Swift was feeling 22,” she writes.
Aside from the spare simplicity, the good balance between positive and negative space, one of the most visible changes is the logo, as Bugbee explains.
Our old logo, with a dotted seam, referenced our deep roots within fashion, but the name always left room for interpretation. Think of cutting remarks, cutting through bullshit, cut abs, cut-ups, cutting to our reaction shot as the world goes nuts around us. Our new logo is set simply, in the same typeface as the rest of the words on the site. We’re going for the chiseled permanence of a marble monument, albeit onscreen. Our hope is that we’ve made something simple and strong enough to outlast the trends like an Hermès bag.
Amazingly, it’s a serif font.
If the Cut stopped being just about fashion some time ago, the redesign also enforces that idea through the four verticals that now center the Cut’s content: Style, Self, Culture, Power. “Words that give us a framework for what it means to be a woman moving forward in the world today,” writes Bugbee. “Each one informs the other.”
Emphasizing that point is the site’s current most-viewed piece: an account from Ellen Pao on Silicon Valley’s structural sexism.