(Est. 1995) “Pitchfork is the web’s most popular music resource, with expansive daily coverage of indie rock, hip-hop, electronic, pop, metal, and experimental music. Publishing daily reviews, features, and interviews, as well as real-time music news coverage, Pitchfork has developed one of the web’s most devoted and loyal followings, in the process spawning Chicago’s annual Pitchfork Music Festival and the online music video channel Pitchfork.tv.”
I wasn't a huge fan of the last wordmark redesign but in retrospect I have to give props for sticking a pitchfork under the "k". It looked weird and it would have been nice to see the notches extend across the other slabs but it showed some chutzpah. The new wordmark doesn't attempt to build any pitchforks into it and instead aims for a more formal, 1970s music/culture magazine vibe with a stunning black serif with plenty of personality. The flares of the "c" and "f", along with whatever the "k" is doing, are unexpected traits and what give this wordmark a bad-ass editorial flair. In a world of sans serifs, this stands out beautifully. My only complaint would be that in smaller use of the wordmark (like on the header that appears when you scroll on the website) there should be an alternate version with a tiny bit of added letter-spacing for increased crispness. Other than, I'm a fan. The pitchfork icon stayed the same but, at least on the website, it's a secondary (if not tertiary) element, while remaining as the key social media icon.
Thanks to Nick Heckman for the tip.