MIT Sloan Management Review’s brand needed a strategic refresh to meet the demands of a digital-first audience, while strengthening its authority across all platforms — including its long-established magazine. A brand audit revealed inconsistencies between the digital and print executions of the logotype. The refreshed system needed to work seamlessly across digital, social, and print — with improved clarity, coherence, and modern sophistication. Goals: • Unify the logotype across platforms and formats. • Improve clarity, legibility, and accessibility. • Align with contemporary design standards. • Preserve brand equity and trust.
Different versions of the logotype were used for digital and print media, resulting in an inconsistent brand experience. Inconsistent spacing — overly loose online, overly tight in print — compromised clarity and legibility. The heaviness of letterforms contributed to a dated feel.
Annotated comparison of the original logotype versions (spacing, kerning, layout differences).
