One of the most prominent luxury media brands in the world, Condé Nast Traveler, has launched a new logo. Women's Wear Daily (WWD) spoke with the magazine's editor-in-chief, Pilar Guzmán, about the decision to revamp the 27-year-old design, which she says was not made lightly. On the contrary, the change was a year in the making. She and publisher Bill Wackermann understood that when it comes to rebranding, the process is key. After all, as any seasoned traveler knows — the journey is as important as the destination.
"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," Guzmán told WWD. "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."
The new logo itself is simple, featuring only "Condé Nast Traveler" in a black serif font on a white background. It comes after months of other major redesign decisions that have proven highly lucrative for the magazine. After coming to Traveler from her previous job at Martha Stewart Living, Guzmán decided to increase the publication's focus on photography, streamlining and decluttering its overall layout. Since January, the magazine has gained 50 advertising pages, an increase of 5.7 percent.
Just as important as your company's logo design is the paper you choose to print it on. Take a page from Guzmán's book and opt for a simple yet sophisticated look that speaks volumes about the quality of your business. We recommend Reich Paper's popular Savoy series, featuring traditional cotton paper.