Time replaces logo for first time in history to read 'VOTE'


Time magazine's logo is a little different for the first time in history. Instead of the classic "TIME" typography at the top of the issue, the new logo reads "VOTE" ahead of the November 3 election.

The joint call-to-action and mission statement for the company will fall on the November 2 double issue of the magazine, just one day before the 2020 presidential election.

The double issue will cover the final days of the election.

"Few events will shape the world to come more than the result of the upcoming US presidential election," Time editor-in-chief and CEO Edward Felsenthal wrote in a note to readers.

Time has never altered its notable logo since its first issue in 1923.

The artwork of the cover pays homage to campaigns of the past, showing off painted tones of red white and blue made famous by Barack Obama's "HOPE" campaign poster. The cover was created by the same artist, Shepard Fairey.

The cover shows a woman wearing a bandana around her face in the form of a mask or face covering, a tip-off to the ongoing coronavirus pandemic.

"This has been a year of so much pain, hardship, chaos, and loss," Felsenthal continued. "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 future."

The issue hit shelves on Friday.

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