The new W

Despite the enormous negative responses to the redesigned Gap logo – Gap brought back

it’s traditional blue box logo only days after its new design - W Magazine decided to change its logo. Launched in 1971, the American monthly magazine decided to redesign its typeface due to declining sales numbers.

Creator and Editor of New York Times’ T Magazine, Stefan Tonchi, was asked to come up with a new W. Instead of the bold, double stroked W, Tonchi created an elegant and lean typography of the W. The new logo is given an extra meaning with it’s ‘Who What Where When Why’ tag line, which is translated into the magazine and its website.

The future will show whether the new and improved ‘W’ will boost the publication's circulation figures.

Source: Under Consideration