Literal Brand Messaging

For the first time in its nearly 100-year-old history, TIME magazine replaced the logo on its November 2, 2020, U.S.-edition cover, swapping out TIME for the simple message VOTE. Shepard Fairey created the cover’s illustration.


Edward Felsenthal, editor-in-chief and CEO of TIME, explains his publication’s choice. “This has been a year of so much pain, hardship, chaos and loss. And yet as nations around the world begin to rebuild from the pandemic, it is clear that we also have a once-in-a-generation opportunity to change our tune.”

New York magazine also used its October 26, 2020, cover to get out the vote. The familiar “I Voted” sticker is reimagined by 48 different artists to reflect pressing historic and culture issues. The 48 stickers will appear on four different covers, and each issue will contain a sheet of peel-off stickers inside.

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