Bloomberg Businessweek Rebrand Goes Black and White

-by Amy Yen

Got my Businessweek in the mail today with the promised, somewhat unnecessary IMO rebrand to “Bloomberg Businessweek” in full effect:

There’s nothing really wrong with Bloomberg adding their name following their acquisition of Businessweek back in October. Both are perfectly respected business brands. The identity work is little bleh. I find the lack of the red color bar makes the cover a lot less instantly recognizable & makes the magazine seem a lot more of a financial trade rather than a mainstream news type publication. Which is interesting considering the goal of the rebrand was apparently to broaden the audience of the magazine.

From a communications standpoint, I know that BusinessWeek had been losing money lately, but I have really liked their presence online & am sad to see Steve Baker in particular moving on from their Blogspotting blog. It will be interesting to see how their content changes with their new look.


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