A NEW LOOK FOR CNT: Condé Nast Traveler is getting another upgrade in the form of a new logo.
The update comes a year after CNT got a refresh under editor in chief Pilar Guzmán, who, along with publisher Bill Wackermann, has helped the magazine achieve a 50-page increase in advertising pages, or a 5.7 percent rise from January to December.
For the initial redesign, Guzmán, who joined in August 2013, focused on photography and revamping the travel-inspired glossy via an uncluttered layout and smaller, easier-to-digest stories.
Although one would have thought that retouching the magazine’s logo would have been top of mind for the initial refresh, Guzmán told WWD that the redesign of the 27-year-old logo is “not something we took lightly.”
“We realized that the year-long process of mulling over this change forced us to ask deeper questions about who we are and what, exactly, is our role in the age of Instagram and TripAdvisor, when so little is left to the imagination,” she said. “We believe it’s our job to keep that travel dream state alive and well between journeys — to bring into focus that sense of how it might feel to walk the street markers of Oaxaca, for example — by providing a sketch, if not a fully articulated blueprint for your next trip. The new logo was designed to complement, not fight with, the striking image that will live below it.”
A year looking at fonts may seem a wee bit excessive, but don’t forget, Guzmán came from Martha Stewart Living where they do that for fun.
Readers will be able to see the new logo on CNT’s January issue, which hits newsstands in mid-December.