The New Men’s Fitness Logo


I’m liking the knockout apostrophe in the new Men’s Fitness logo. It’s a gorgeous little brand detail that doesn’t impair legibility in any way. I also think the switch to a blockier font is a nice subtle comtemporization of the logo. (Is that Tungsten?) The capitalization, while admittedly less visually interesting, seems appropriate for the direction they’re moving with the brand — BIG & BOLD. I suspect they probably sell a lot of ads for booze, body spray and energy drinks in this magazine. Regardless of the douche demographic, it’s a nice manly logo evolution.

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