The TIME logo strengthens the brand due to its constant repetition on the covers. It has become a symbol of high-quality journalism, authority, reliability, and influence. The simplicity and recognizable style of the emblem make it easy to identify the magazine, which is a source of reliable information for its readers worldwide.

TIME: Brand overview

Founded:March 3, 1923
Founder:Henry R. Luce and Briton Hadden
New York City, New York, U.S.

TIME is a brand with a century-old legacy. It appeared in 1923 thanks to the American Henry Robinson Luce, who, together with colleague Briton Hadden, decided to create a completely new format for a weekly magazine. It was supposed to contain news and their explanation so that all articles could be read in less than an hour. People familiar with this idea criticized it and claimed that it would never work. But Luce and Hadden did not give up: they saved money, hired three writers, and on March 3, 1923, released the debut issue of TIME. Now it is a cult publication with a very wide audience both in the USA and in other countries. Its cover with a red frame has become famous, and many dreams of getting on it.

Meaning and History

TIME Logo History

The TIME logo is as old as the magazine itself. It disappeared from the front cover only once – in 2020 on the eve of the US presidential election. It was replaced by the word “VOTE,” which appealed to the civic consciousness of Americans. But even without the iconic emblem, the publication remains recognizable thanks to the red frame added to the cover in 1927. This border emphasizes the importance of what is inside it. Usually, the most influential celebrities and politicians end up there.

The logo is as much a visual value of the brand as the red frame. It has undergone several changes but has maintained its traditional appearance: mandatory uppercase and thin serifs. Despite all the redesigns, TIME magazine has managed to adhere to stable visual identification over many decades.

What is TIME?

TIME is an informational-analytical magazine that covers various topics, including entertainment, art, health, technology, science, and politics. It appeared in 1923 in New York and is based there to this day. At the same time, it has several international versions aimed at residents of Europe, Latin America, Africa, and other regions. TIME is one of the most influential publications in the world. It has become famous for its covers, which feature photographs of significant people or events.

1923 – 1972

TIME Logo 1923

On the cover of the first issue, released on March 3, 1923, the black word “TIME” was depicted at the top. It became the magazine’s logo in the following years. The inscription is stylized according to the aesthetics and traditions of that time. Letters at the ends have long, sharp serifs, which give them decorativeness. The main feature of the font is the high contrast between thick and thin lines. This creates a visual accent and makes the brand name elegant.

1972 – 1977

TIME Logo 1972

On February 7, 1972, a new logotype appeared on the cover. It contains the same “TIME” inscription but with a different font. Now, the glyphs are bolder and more expressive, and their serifs are thin and even. The magazine also transitioned to using red color, which added brightness and energy to its emblem.

1977 – 1992

TIME Logo 1977

A redesigned TIME logo debuted in the issue of July 6, 1977. It differs from the previous version by the angular form of the letters. This change gave the brand name a modern and dynamic look because the angles create a sharp visual contrast. The serifs became shorter but are still clearly visible as they are the main distinguishing element of the design.

1992 – today


The new emblem, first used on the cover of the issue dated April 28, 1992, contains the red word “TIME” with long serifs. The publication got rid of sharp angles to make the inscription look soft and friendly. The red color has become muted, slightly resembling a light raspberry. Preserving the key characteristics of the logo allows the brand to remain recognizable.

Font and Colors

The news-analysis magazine has always adhered to a uniform style in typography. The modern TIME logotype consists of capital letters with serifs. The font resembles Proforma, developed in the mid-1980s by the Dutchman Petr van Blokland and nominated for the Rotterdam Design Award.

The red color of the logo was chosen as part of the branding strategy. It helps to attract attention because it is associated with energy, importance, and recognizability. This fits into the concept of the publication, which is known for its reports on current events and influential personalities.

TIME color codes

Pigment RedHex color:#ee1c2d
RGB:238 28 45
CMYK:0 88 81 7
Pantone:PMS Bright Red C