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New Logo for Thrillist done In-house



Noted Apr. 22, 2020 by Armin

Industry / Web Publication Tags /


(Est. 2004) “Thrillist is an online media website covering food, drink, travel and entertainment. The company was founded in 2004 and is based in New York. In October 2016, Thrillist merged with internet brands The Dodo, NowThis News, and Seeker to form the digital media holding company Group Nine Media.” (Wikipedia)

Design by

Group Nine Media In-house: Creative Director, Cory O’Keefe; Designers, Kyle Earl and Mark Yocca

Related links

Thrillist post
2018 Brand New Spotted post

Relevant quote
Our new logo is an outline -- a window into the fantastic places and hidden spaces we take our readers. We’re here to explore, and we want you to come with us (even if you’re stuck in the house). Let’s get weird and go deeper. Step on into that T and find your next new favorite.

Thrillist post

Images (opinion after)
New Logo for Thrillist done In-house
New Logo for Thrillist done In-house
In black and small.
New Logo for Thrillist done In-house
Without stroke — UNOFFICIAL.
Brand video.

I’ve been reading/subscribing to Thrillist since it started and it’s been great to see its identity and aesthetic mature over the years. (Here is a very small image of how the website used to look.) The last logo update was rather nice, typesetting the name in a very condensed sans serif but it was rolled out quietly and didn’t last long — less than two years. The new logo is probably the biggest reinvention yet, switching to a lowercase serif that is all kinds of tasty. It operates within the extra bold spiky trend but it also has a 1970s movie poster vibe that moves it past the trend. While I do like the thick stroke and how good it particularly looks black on white and small, I feel like it overshadows (pun semi-intended) the beautiful character shapes as seen in my unofficial dramatization of the logo without stroke. Nonetheless, I can get on board with the stroke. In application, Thrillist is introducing a squiggly, vintage MTV-esque aesthetic that is fairly entertaining. Intrigued to want to see more and, overall, a pretty good fit for Thrillist’s tone of voice and coverage.

Your opinion…

On Logo


On Squiggly Aesthetic

See what else happened on Brand New each year since publication began in 2006


Logo Before & After
Logo detail

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