"We were invited to reinvent The New York Times Magazine's iconic logotype for the cover of its 2012 Innovation issue. By abstracting the gothic script of the original logotype and reducing it to a seemingly arbitrary collection of geometric shapes, we offered the magazine's readership a kind of legibility test. When viewed individually, each letter may be difficult to recognize, but when gathered together in the right order, the letters create a logotype that we hoped would be no less familiar than the original."
