A magazine’s logo is its identity, beckoning the reader from the newsstand—or mail pile. In the case of Forbes, it also represents three generations of family stewardship. So what’s in a name? Forbes asked legendary art director Roger Black—a co-founder of the Font Bureau who has designed (and redesigned) countless magazines, including Rolling Stone and Esquire—to evaluate 100 years of Forbes typography, from pre-war swashes to post-millennial serifs.
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(This story appears in the 10 November, 2017 issue of Forbes India. To visit our Archives, click here.)