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The New Yorker Refreshes Its Brand for the Digital Age

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.

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