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Tuesday, December 11, 2007 

Bon Appetit's visual ingredients

are getting a new "freshness". I saw the cover of the new January edition of Bon Appetit and thought..."What have they done?"

Hoping to capitalize on the growth of foodie culture, Bon Appétit is remaking itself as a younger, more accessible title. Starting with the January issue, it will introduce a new logo featuring a lowercase font with a rotating color for the "o" and accent mark. "Think of it in fashion terms: We've simply changed and freshened our lipstick, or, perhaps, traded in our pair of sensible shoes for something a little more stylish," editor in chief Barbara Fairchild writes in the editor's letter.

The last time Bon Appétit changed its logo was 17 years ago. Now, with the help of design director Matthew Lenning, hired from GQ in the spring, it's pushing its "accessibility" and its "sophisticated but not intimidating" qualities. Bon Appétit's Web site will also be relaunched, though the timing is still being determined.

Beyond the logo, the magazine will begin catering to a younger audience with more how-to. "The younger reader needs to know the techniques," said Fairchild. "We're going back to step by step." - WWD
Guess I'm a little too "old fogey" for them.

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I never thought I'd be too old for Bon Appetitit, but now I'm wondering. I am a subscriber... I wonder if I'll get kicked out for being too old :)

The cover is starting to look like a Donna Hay composition.

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