The Atlantic taking its New Englander roots maybe too seriously???
On Tuesday, The Atlantic debuted a VERY bold new look via a total redesign of its print mag, website, and logo — all of which, when you are a 162-year-old legacy magazine, can be nothing short of a bureaucratic feat to pull off without looking either nutso or just more boring.
But the good news: It all looks nice!!! The homepage looks cleaner and calmer, and there’s something about that arty new font they’re using that just **feels** more literary and less, hmm how do I put this, obnoxious beltway masculine??
The thing that cracks me up, though, is the combo of this new Atlantic-y red, I guess, and the singular “A.” Both design elements are GREAT when separate…
Here’s the December issue:
![](https://substackcdn.com/image/fetch/w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fbucketeer-e05bbc84-baa3-437e-9518-adb32be77984.s3.amazonaws.com%2Fpublic%2Fimages%2F3c9c9b2a-0592-423f-89e3-b1c9d70476a1_523x367.png)
And here’s the Twitter profile:
![](https://substackcdn.com/image/fetch/w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fbucketeer-e05bbc84-baa3-437e-9518-adb32be77984.s3.amazonaws.com%2Fpublic%2Fimages%2F1d0397e6-ab8f-4374-bcf6-5df22be1f8f2_596x315.png)
But when combined……..well...
![](https://substackcdn.com/image/fetch/w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fbucketeer-e05bbc84-baa3-437e-9518-adb32be77984.s3.amazonaws.com%2Fpublic%2Fimages%2F512e3875-095e-4d1d-82b5-85a59be0f703_1419x854.png)
![](https://substackcdn.com/image/fetch/w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fbucketeer-e05bbc84-baa3-437e-9518-adb32be77984.s3.amazonaws.com%2Fpublic%2Fimages%2F635db485-c1d6-462b-a6b5-48669ce5601c_201x171.png)
………………...let’s just say it’s all a little too Nathaniel Hawthorney for our taste.
![](https://substackcdn.com/image/fetch/w_1456,c_limit,f_auto,q_auto:good,fl_lossy/https%3A%2F%2Fbucketeer-e05bbc84-baa3-437e-9518-adb32be77984.s3.amazonaws.com%2Fpublic%2Fimages%2Fe293e0da-5601-4293-8f34-ff8c0593f445_330x171.gif)
But hey! As someone who used to get paid to talk about The Atlantic’s legacy as a New Englander abolitionist’s zine...I’m kind of here for the continuity. Plus, come on, it is a really good shade of red.
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