Atlantic Media has unveiled a brand new corporate logo and website they’re hoping will catapult them into a world class, digital-first enterprise. They formally released the expected statement this morning. They write, “The logo—modern minimalist geometric letters using a blue and silver grey color split—reflects key principles of digital design: simplicity and clarity of brand identity.”

But the statement we prefer is the one that wasn’t released to the public. This is the company-wide doozy from Publisher David Bradley to Atlantic Media that has him marveling over the invention of horse drawn carriages and hazelnut goodness of Nutella. No, no, not really. But he is marveling over the idea of a — hope you’re sitting down for this — whoa! a brand, spanking new NEW LOGO. He also gushes over the concept of one of his employees securing the URL called “Atlantic Media” for their site. Did we somehow miss the invention of the automobile?

Bradley writes, “The logo is something very new in my life – modern, spare, simple, minimalist.   And, the website itself is, at least to those of us in media, sheer excitement. … If one website only could be Times Square, this would be it.”

As for praise, Bradley spares nothing. “I think it’s fair to say that no finer work has been accomplished online on my watch.” Really, it is clean and beautiful, but are we still in Roman times? There are a number of lookers out there.

Bradley ends the romantic memo by saying this will be his last correspondence with staff before the new year. Damn! We were hoping for a daily diary. Delivered by pigeons, of course.

See the internal memo Atlantic Media didn’t widely circulate… Read more