Starting with its January issue, Bon Appétit magazine will be saying au revoir to its old look, according to Women’s Wear Daily. The all-caps logo is out, replaced by a new lowercase logo in which the o in Bon and the accent over the e in Appétit change color.
But as Grub Street notes, it’s not that easy for a publication to change its colors. Bon Appétit’s purview is upscale home entertaining, so it’s missed out on the celebrity chef and trends hoopla that’s become so popular in magazines and on blogs (guilty). Also as a result of this purview, Grub Street posits:
The truth is that Bon Appétit will never be any hipper or friskier than it is, because no magazine about upscale entertaining can ever speak to people that don’t have big houses and plenty of time on their hands. Even among such magazines, Bon Appétit is the most boring, an ad-packed Nembutal calling to mind the ‘women’s pages’ where newspapers used to publish their party recipes. With the Food Network, the Internet, and a dozen more interesting magazines at their disposal, there’s no way we can imagine someone under 40 reading Bon Appétit.
But is this limited focus really such a bad thing? The commentors on Grub Street don’t seem to think so, and apparently neither does Bon App’s editor, who, in this quote from the WWD article, calls the changes merely cosmetic:
‘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.
Since I’m still south of 40, I guess I’m not the target demographic, but any magazine that includes holiday cookie recipes from Dorie Greenspan is OK by me.