andpersand embraces new logo

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing
Last updated : June 26, 2008
The current issue features Harman Baweja on its cover along with the new logo

The luxury

lifestyle magazine, andpersand, published by MaXposure Media Group, has donned a new look by changing its logo.

The new logo for the magazine has done away with '&' in the masthead. Instead, it has adopted the word 'and' as part of the new logo. However, the design and appearance of the new logo remain similar to the previous one.

New logo...

...Old logo
Is the change initiated just cosmetic in nature? Meenu, editor, andpersand, explains, "To make the association simpler for the readers, we decided to do away with the symbol and replaced it with the word 'and', which, though simple in style, is appealing and contributes richly to the design element of the logo. The name of the magazine is spelt as andpersand, so it seemed a good idea to change the symbol in order to make recognition and identification with the magazine easier for the readers."

Since its launch in September 2006, andpersand has undergone many changes. Starting off as a quarterly, it quickly became a monthly magazine. Meenu explains, "The market has become volatile with a large number of publications. In an attempt to reach out to readers, one has to constantly keep innovating to keep pace with the interests and needs of the readers."

The designers of Maxposure Media have reworked the logo. In its attempt to create interest around the new logo, the publishing house roped in actor Harman Baweja to unveil the new identity of the magazine. Baweja was chosen because he is a fresh, new face in Bollywood. The theme for the new issue is The First Sign, covering topics such as India's first comic called Savita Bhabhi for grown-ups, and a cover story on debutant actor Baweja.

In order to engage the readers and inform them about the expected change in the logo, andpersand carried a contest in which readers had to identify the featured personality. Baweja was the featured personality.

The contest was simultaneously carried out across print, online, radio. The magazine had Mid-Day as its print and online partner for the contest. Three print ads were run in Mid-Day Delhi on June 16, 18 and 20 and e-mailers were sent out through, where the readers/users were asked to guess the concealed face of Harman Baweja. Similarly, in partnership with Fever 104, andpersand ran a contest, where listeners were quizzed on how they would ask Baweja out on a date. The winners of the print, online and radio contest won a dinner date with Baweja. The tagline for the magazine is 'Bringing intellect back in style'.

Besides andpersand, MaXposure Media Group also publishes other titles such as Forms Magazine, MaXcom and Equator.

First Published : June 26, 2008
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