Client Meeting: Popular Science Looks to The Future

April 21, 2014

By Jesse Will

© Popular Science/Photo by Travis Rathbone; Prop Styling by Wendy Schelah for Halley Resources; Grooming by Valissa Yoe

Olympic skier Ted Ligety, photographed by Travis Rathbone for the opening spread of a cover story.

In its 142 years of publishing, the publishers and editors of Popular Science magazine have shown a fearlessness in changing the brand’s visual identity that’s somewhat akin to strapping on a jetpack. Since debuting in 1872, Pop Sci, now owned by Bonnier Corporation, has scrapped its logo 24 times; its overall look, more. A willingness to modernize itself seems to...

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