(Est. 2009) “Darling Media is dedicated to exploring the complexities of ‘the art of being a woman.’ Free of shallow or negative messaging, Darling acts as readers’ all-in-one psychologist, best friend, career advisor, personal stylist, and travel agent to redefine female-driven digital, social, and print content. Darling Magazine challenges cultural ideals of beauty and questions its exaggerated importance by using models of all sizes and by becoming the first magazine to not retouch women’s bodies or skin in photos. Founded by Sarah Dubbeldam in 2012, Darling has acquired a large community of unique, intelligent, and influential women who are looking to continue to collaborate with Darling and other like-minded brands. The Darling brand reaches across 5 verticle market segments incluing Darling Magazine, Darlingmagazine.org, @Darling Social Media, Darling Events, and Darling Studios.”
Why the comma?
We believe that words are powerful—they are used to build up, to tear down, to debate, to shape—and they are sticky.
Since they hold such impact, we have to handle them carefully, all within thoughtful conversation. In the very beginning years we said, “Darling is like a letter from a friend,” and we are returning to just that sentiment and adding force to it. The comma is the spark, the invitation to conversation that we are sending out to each of you.
All-in-all, it’s a reminder that truth takes time, it takes relationship and it takes love.
Images (opinion after)
The old logo had the right intention of using a subtle, elegant slab serif but to pull off that kind of simplicity the execution had to be perfect and, well, the kerning between the “N” and the “G” was wider than the thigh gap retouching in the magazines that Darling stands in stark contrast with. (Now that was a metaphor stretch!) But, yeah, the old logo wasn’t bad in general. The new logo jumps on the extra bold serif trend with, um, an extra bold serif that is hard to differentiate from others BUT introduces a comma to the logo, which is a great, distinctive addition. It makes the logo literally feel like the start of a conversation, paying off on its own name, and when paired with a photograph as in the cover, there is a great dynamic between the logo and what each reader will interpret. The social media icon is bold and striking but I wonder if it would have been beneficial or interesting to make the comma smaller and position it low inside the circle so that it would read more as a comma than an apostrophe. Overall, the logo is a major improvement in personality but the biggest gain came, darling, through the concept.
Thanks to Nate S. Wiewel for the tip.