I saw that over at Brand New today, that Business Week magazine has done an interesting rebranding and redesign.
Nothing major on the logotype – gone are the serifs. But, between the covers is the real treat:
It’s inside that the magazine feels more relevant with a clean design and consistent typographic treatments that sway you from beginning to end. Simple size shifts from front of the book to feature stories to back of the book are enough indicators that you are changing sections without resorting to extra fancy opening spreads for the feature stories.
It has a very crisp and modern look, reminding me a bit of CNN International’s on-screen design. I wish other American publications and media would take this approach. The worst offenders are sport broadcasters, who use tickers, graphics, and picture-in-picture interviews to do everything but show you the game.
UPDATE: David Sleight takes a look at the typography behind the redesign.