Why is it “time for a fresh look”? The current look looks fresh and up-to-date to me, and it’s only 10 years old (though I know that’s a millennium in Twittertime). Surely there’s a better use for your time and resources.

Strong agreement that the current look and brand are authoritative and recognized — changing it without a strategy, on the basis of on-spec work, doesn’t get you closer to a clear brand.

Communication planning isn’t best done on the basis of throw-it-out-there submissions. What you’re looking for is a sense of what the paper is and what you want people to associate with it.

Right now, what you have is clear, clean, coherent. Unless it’s some kind of copyright claim making you change, it’s really worth keeping a good look good!

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