After 85 long years of improving American lives, the monthly general interest family magazine Reader’s Digest will finally say goodbye to its long-time logo starting January 2008. A more hip and tech savvy design will replace the timeless logo. Logo Design pointed out some of the noticeable changes:
- Sans serif vs. serif
- Emphasis on Digest vs. Reader’s
- Red stylized apostrophe vs. black apostrophe
- Speech bubble in “D” vs. no speech bubble
- URL vs. no URL
More than that logo, subscribers will see an entirely new Reader’s Digest starting with the December issue. Included in this re-branding campaign are:
New tag line: Life Well Shared.
Target young readers. The magazine’s average reader is 52 years old. One of its strategy to target the younger audience is to shift from direct mailing to online advertising. That’s why URL RD.com is an important part of the new logo. Also, the magazine has partnered with hip brands like Verizon, Samsung, and South Beach as advertisers.
Ads on the back cover. Before you can only see homespun illustrations but now it will display full-page ads there. Dove is the first lucky brand to get that much coveted ad space.
Via Mediaweek
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