After publishing with a blackletter logo since 2007, Fashionista decided it was time to reconside and redesign its stoic face as well as swap its back-end CMS from Movable Type to WordPress.
The old logo was this oversized, domineering, gothic lettering thing that said “spiky, aggressive, old-school news brand.” That’s not what Fashionista is. The editors of Fashionista are excellent journalists who will be critical when it’s called for, but they’re also unashamedly fashion lovers. They might poke fun from time to time, but they’re not spiky or unnecessarily aggressive. And they’re also inherently new-generation when it comes to how they go about their business — they use a blog platform, Flip cameras, smartphones and various social media to deliver their content and engage their audience — so unless we were being very ironic with the gothic, old-school newspaper font thing it just wasn’t really appropriate. I’m also a big believer that the logo and furniture on the site should be a little subservient to the content — it’s the content that engages and the content travels well beyond the site too — so we also needed something a little less imposing.
— Jonah Bloom, CEO/Editor-in-Chief, Breaking Media
More treatments of the new logo at Brand New.