Seeing as we just now got through the first, year-old, 3,400-page issue of Monocle, we realized there’s no way we’ll be able to catch up with the articles we want to pass along to you by actually reading the magazine. So let’s skip ahead (which is actually behind) to something we really wanted to read back when we hauled the September issue onto our pushcart and wheeled it into our office, but couldn’t actually lift it onto our desk.
The feature in question is “Future States,” a rebranding of the US by Paula Scher. Unfortunately, the print piece is (still) only available to subscribers, but there’s a video component, Brand America, an interview with Scher conducted by Tyler Brûlé. In it, she advocates trashing several visual icons of the USA brand, including the “America” portion of our name. Which is funny, since she designed the book on America. She’s probably really regretting that now.