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The Forbes logo is instantly recognizable, a symbol of wealth, influence, and business acumen. But its design hasn't always been the clean, blue outline we see today. Delving into the magazine's history reveals a fascinating evolution of its visual identity, reflecting both changing design trends and the Forbes family's own story.
In 1917, B.C. Forbes, a Scottish-American financial journalist, founded Forbes magazine. The first logo featured the magazine's name in a bold serif typeface, likely inspired by the traditional styles of the time. This serif logo remained for several decades, gracing the covers during the editorial tenures of Bertie Charles Forbes (B.C.'s son) and Malcolm Forbes, his grandson.
Malcolm Forbes, known for his flamboyant personality, ushered in a period of modernization for Forbes magazine. In the 1960s, the logo adopted a cleaner, sans-serif typeface, reflecting a shift towards a more contemporary aesthetic. This period also saw the introduction of a black outline around the logo, adding a touch of definition.
In 1982, Malcolm Forbes launched the iconic Forbes 400 list, ranking the richest Americans. This coincided with the introduction of the now-famous blue outline logo. The blue color evoked a sense of trust and authority, aligning perfectly with the Forbes brand's image. The outline itself offered a more versatile design, allowing for easier reproduction across different media.
The Forbes logo is just one element of the brand's visual identity. Walter Drey Jr., who served as Editor-in-Chief from 1999 to 2008, further refined the brand image, introducing a consistent color palette and design elements across all Forbes publications.
Today, the blue outline logo remains a powerful symbol of the Forbes brand. It's a testament to the magazine's rich history and its ongoing commitment to delivering high-quality business journalism. While the design may have changed from serif to sans-serif and black outline to blue, the core values of the Forbes brand – authority, expertise, and financial insight – continue to shine through.
