I’m digging the sexy negative space apostrophe on the new Men’s Fitness logo. It’s a gorgeous little brand detail that doesn’t impact legibility at all. I also think the switch to a blockier font is a nice, subtle comtemporization of the logo. (Is that Tungsten?) The capitalization, while less visually interesting, seems appropriate for the direction they’re moving with the brand, “BIG & BOLD”. I imagine they sell a lot of ads for booze, body spray and energy drinks in this magazine. Regardless of the douchery, it’s a nice logo evolution.