TIME Magazine Changes Its Logo for the First Time in Nearly 100 Years to Get an Urgent Message Across

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Photo courtesy of time.com

TIME magazine marked a historical milestone with its issue last week, which, in partnership with the World Economic Forum, puts more than just political weight on the shoulders of American voters.

“How can we seize this moment of disruption to push for a world that is healthier, more resilient, sustainable, and just,” Edward Felsenthal, Editor-in-Chief, asks the reader. “What do all of us individuals, businesses, and governments need to do to ensure that we don’t simply revert to what was before?”

Although the iconic cover has changed its traditional TIME to VOTE, this is an edition that gives space to voices such as forum president Klaus Schwab, economist Mariana Mazzucato and Danish architect Bjarke Ingels to sound the alarm about what the American vote might mean for the future of the planet.

“Few events will shape the world to come more than the result of the upcoming U.S. presidential election. As Americans decide if it’s time to reach for a reset button of our own, this issue includes a special report on the closing days of the 2020 campaign,” says Felsenthal.

Once again, by graphic artist Shepard Fairey, the cover communicates its most direct message in recent years, with a blue-and-red painting that many will remember for Barack Obama’s “HOPE” poster during the 2008 presidential election.

According to CNN, the cover does not mention President Donald Trump. During the four years of his term, the president has been on the magazine’s cover some 20 times, often as a subject of criticism.

This time, TIME has decided to change the tone and use its platform to echo the urgency of this presidential election, for immigrants, for Americans, and the entire world.