The Atlantic: new logo, new look

Unexpected is the word here as I read about the many visual changes of The Atlantic, a magazine to which I subscribe and read both in print and digitally.

The changes at a glance:

a new logo and visual identity
a complete redesign of the print magazine, beginning with the December issue
an iOS app that now offers a more curated, visual, and personal way to navigate The Atlantic’s journalism

I find the change of the branding quite significant, especially for this legacy publication with more than a century of history. The fact that The Atlantic now adopts a letter A as its brand. We know that mobile platforms benefit when the brand is presented in a single, minimalist way. That is why we have grown accustomed to seeing the T for The New York Times and the G for The Guardian, as well as the WP for The Washington Post.

However, seldom are the mobile brand strategies transferred to print, which is the case with The Atlantic. Take a look here, first the logo as it has appeared till this week:

And here is the new branding as per the December print edition:

The new app:

What is new in this app for The Atlantic?

“Today,” a curated daily digest. Atlantic editors bring readers the stories that made them think. Exclusively available in the iOS app.
Ad-free articles, now also available in Dark Mode.
Offline reading. Save articles and download more than 150 archived magazine issues to read later.
The Atlantic Crossword. Solve puzzles right in the app.

For more details:

[See a video about the design and a Q&A between editor in chief Jeffrey Goldberg and creative director Peter Mendelsund.]

Launch party for The Story in Zurich

From Monocle Weekend

THE INTERROGATOR / EDITION 30

https://monocle.com/minute/2019/09/21/

Mario García

Editorial consultant Mario García has advised the most important newsrooms in the world on design – and how best adapt to a digital transition. More than 700 publications, from The Wall Street Journal to the South China Morning Post, have received his strategic steer. Other than being an adjunct professor at Columbia University’s School of Journalism, he also runs his own consultancy firm: García Media. Nowadays his speciality is how digital devices influence narrative structure and consumption; his latest book, The Story, was written specifically to be read on a phone. Here, though, he confesses to a few analogue pleasures.

What they are saying about The Story!

The Story is here!

You can now download my new mobile storytelling book, The Story, from Apple Books at $6.99
This is Book 1 of a Trilogy! The other two books coming soon.
https://books.apple.com/us/book/the-story-volume-i/id1480169411

The newspaper remains the most powerful source of storytelling on the planet. But technology threatens its very existence. To survive, the Editor must transform, adapt, and manage the newsroom in a new way. Order The Story by Mario Garcia, chief strategist for the redesign of over 700 newspapers around the world.

My chat with in Monocle Radio

Listen to my chat in Monocle Radio’s The Stack: Latest episode‘The Face’ and ‘The Story’:We welcome the return of the print version of ‘The Face’ and talk to legendary newspaper designer Mario Garcia about his latest book, ‘The Story’.
https://monocle.com/radio/shows/the-stack/368/play/

My interview with CNN en Español

I was a guest in the program Encuentro, hosted by Guillermo Arduino daily at CNN en Español. The interview was about how we read on mobile devices and my introduction of my new mobile storytelling book, The Story, to a Spanish-language audience.

García: Si tienes una buena historia, la gente la va a leer