Vanity Fair’s New Logo (Kate Upton is Still Gorgeous)

So when it comes to fashion magazines, reputation is everything. Of the top names in the business, one is celebrating it’s 100th anniversary this month: Vanity Fair.

And to celebrate, they really have gone all out.

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Notice something? Anything besides Kate Upton sporting a Monroe-esque hairdo?

After years with their iconic font, Vanity Fair has officially changed their logo – and interestingly enough, they’ve gone in a direction opposite of other industry leaders.

Here’s the old logo:

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And here’s the new:

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See the difference? The new logo is a serif font.

What I’ve noticed recently is a design shift towards sans serif fonts. This may be driven by a number of reasons, from the demand for futuristic fonts for digital publishing to the crackpot argument that sans serifs are easier to read.

Either way, the font is a wise move in my opinion: while iconic, the old Vanity Fair logo was very 80’s-chic, and for a younger reader, it probably invokes images of Francophone-themed winter sports posters hanging in their mother’s bedroom.

At least that’s what it does for me.

But then there’s the cultural standpoint: Fashion Week is coming in hard with vintage pieces, and the trend shows no sign of stopping. The film The Great Gatsby made flapperwear cool again, and Gatsby-themed parties – while horribly, terribly ignorant – are all the rage. Also, all of the other major magazines, like Elle and Vogue, have strong, timeless serif logos.

My only lament about this rework is that I still can’t read Vanity Fair in my student union¬†without being judged.

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Dammit.

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2 thoughts on “Vanity Fair’s New Logo (Kate Upton is Still Gorgeous)

  1. Fantastic post. Good use of illustrative links, visual examples where we need them, and a great balance of substance and voice. That Leo/Gatsby image at the end is a perfect stinger, but it only works if the preceding is a strong piece of substance. Fortunately it is. I’ll gripe a bit at you about the need for some outside perspectives – surely there are others talking about the change – but your use of illustration and evidence is so strong I can’t complain too much.

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