The New Yorker Refreshes Its Brand for the Digital Age


By Patrick Coffee Comment

This short clip doesn’t reveal too many details of The New Yorker‘s brand “refresh” project. Still, it’s interesting for a very brief behind-the-scenes look at how an established magazine plans and executes a calculated rebranding.

For example, the slightest tweak to a classic typeface and the addition of avatars for each columnist can alter the public’s perception of the magazine as it shifts from a stodgy, old-world literary title to a source of news and essays for a wired generation that’s less and less likely to read The New Yorker in a recliner on a Sunday afternoon.

It’s also great for design and font geeks.