Sneak Peek: The Atlantic's Redesign

I stole this from our company intranet. Later tonight, the website will be reskinned; we all universally love the new design. 

Comments

Whats the font type? I love it! Very 1950s-ish

Posted by Stephen | October 6, 2008 3:19 PM

Think again? When does anyone in The Atlantic nowadays think at all?

Posted by James | October 6, 2008 3:23 PM

I read that at first as "The Titanic: Think Again".

And my immediate response was, "you're damn right I'd think again. That baby went down like a lead balloon". But then, I'm not all that quick on the uptake.

Posted by dannity | October 6, 2008 3:24 PM

love the font. can't you just leave it at that?

"Think. Again."

do you really need a slogan?

Posted by kw | October 6, 2008 3:27 PM

Nice

Posted by Vik N | October 6, 2008 3:29 PM

Will the redesign include Andrew Sullivan's dismissal ... ?

Otherwise ... it'll just be useless lipstick on a ... umm ... delirious bear ... !

Posted by Concerned Reader | October 6, 2008 3:35 PM

The design is fine. But that slogan is weak. Also, it sounds like that lame Apple "Think Different" ad campaign.

Posted by Will | October 6, 2008 3:36 PM

Totally lame just like you Ambinder.

Posted by Yut, Yut, Yut | October 6, 2008 3:41 PM

I actually like the current design, a lot. The comments protocol is screwy (with refresh causing reposts) and the HTML object containing the Atlantic.com doesn't blend with the banner background perfectly, but that would have been an easy fix.

Posted by Joel | October 6, 2008 4:20 PM

The font is very retro-chic. The slogan is just plan shabby.

Posted by Evan | October 6, 2008 4:32 PM

As long as they are dumping the lame folder tab user interface fubar at the top of the site.

I hate that thing.

Posted by KevDog | October 6, 2008 4:36 PM

I like it, it's classy.

Posted by Stephen Bank | October 6, 2008 6:48 PM

I hope not as bad as the makeover the Chicago Tribune did last week (my many year subscription a sad victim).

Posted by DannyC | October 6, 2008 10:37 PM

This "redesign" is God awful ... no really ... very disappointing ...

Posted by Concerned Reader | October 6, 2008 10:43 PM

I actually like it as Sullivan said retro yet with a contemporary edge. Plus, at least it doesn't rely on Flash...

Posted by namhenderson | October 6, 2008 10:57 PM

hmmm, yes retro with a contempo edge, but... I still don't like it. The cap A is way too different in feel from every other letter. It makes the logo imbalanced. The right face of the A is the only element at a 90° angle. It might seem like a statement of solidity, backbone, but to me it just makes the whole design seem unfinished. It does help make the top banner good looking, though.

And "Think. Again." reminds me way too much of The Economist's recent rebranding, "Great Minds Like a Think." Did your guys do that one too?

Posted by along | October 7, 2008 12:00 AM

Better than I hoped, but still a little "noisy". Something that works well for print but not as well on the internet.

Posted by Joel | October 7, 2008 1:50 AM

Gorgeous! Just last month I was looking over old Atlantic covers from the '40s, '50s, early '60s, and it almost pained me how good-looking they were -- starting with that awesome logo: elegant, smart, cool ... every bit as distinctive and evocative, in its own way, as, e.g., the New Yorker's. Wished then that we could see some of that old design genius come back, but of course that would never happen (!).

This is a great move. I hope it'll help the magazine retrieve some of its older brand equity, build more, and that The Atlantic will now keep this truly classic logo, basically forever.

Posted by J.J. Gould | October 7, 2008 4:57 PM