Our History
Seventeen is an American magazine for teenagers. It was the first teen magazine established in the United States. The magazine's reader base is 10–19 year-old females. It began as a publication geared towards inspiring teen girls to become role models in work and citizenship. Soon after its debut, Seventeen took a more fashion and romance-oriented approach in presenting their material, while still maintaining their model of promoting self-confidence in young women. It was first published in September 1944 by Walter Annenberg's Triangle Publications.
Seventeen was the first teen magazine established in the United States.
Timeline
1940
Seventeen was launched.
1945
The magazine surveyed teen girls in order to better understand the magazine’s audience. The magazine became an important source of information to manufacturers seeking guidance on how to satisfy consumer demand among teenagers.
1950
Sylvia Plath submitted nearly fifty pieces to Seventeen before her first short story, “And Summer Will Not Come Again”, was accepted and published.
1971
1980
1991
Joyce Walker became the first black model to be featured on the cover of Seventeen magazine.
In the early 1980s, Whitney Houston was also featured on the cover of the magazine.
News Corporation sold Seventeen to
K-III Communications
(later Primedia).
2003
Primedia sold the magazine to Hearst in 2003. Seventeen
remains popular on newsstands today despite greater competition.
2010
Writer Jamie Keiles conducted
“The Seventeen Magazine Project”,
an experiment in which she followed the advice of Seventeen magazine
for thirty days.
2012
In response to reader protests against the magazine’s airbrushing its models’ photos, Seventeen ended its practice of using digital photo manipulation to enhance published photographs.
2019
Re-branding of Seventeen’s
new vision of promoting self-confidence in teen girls, and expand the magazine-only brand into some new realms such as products, services, education, co-branding,
experiences and events.
2018
It was announced that Seventeen’s print edition would be reduced to special stand-alone issues.
Where we have been through the years. The timeline shown below maps out past milestones and future projections.
Old Logo
Before developing a new identity for Seventeen, we should examine and understand the design of the past look. The old Seventeen logo features the brand’s name with all lower cases which using condensed serif typeface in italic format, delivering a sense of fashion and action.
What will be changed?
The new Seventeen logo will reinforce our mission of helping teen girls overcome difficulties and encourage them to be more confident individuals. We will update the brand to more accurately reflect the values, objectives, and distinct characteristics of the brand.
Our New Logo
We use positive space to form the shield and use negative space to indicate our brand 17. This leads the audience’s visual flow from shield to 17. The shield is a first hook to understand the meaning of the brand—confidence and security—followed by recognition of the number 17, the brand name.
Shield
Confidence and security
17
Brand Seventeen
We use a shield as the main element to convey the idea of helping teen girls clear the barriers on the road to growing up, and give them a sense of security, so they can gain confidence accordingly.
Our new logo was inspired by the idea of bravery, which combines the two ideas of overcoming difficulties and gaining confidence.
Logo Anatomy
Considering proportion and symmetry, our new logo has been meticulously calculated and crafted to be well balanced with consistent curves and arcs.
Our symbol’s structure is based on an inverted equilateral triangle; the two upper points of the triangle correspond with the centers of two overlapping circles.
01
The point of the mark is formed by two concentric circles.
02
The structure of the mark is based on an inverted equilateral triangle.
Our New World
Based on our mission, we will focus on helping teen girls overcome difficulties and build confidence through three perspectives: Personal, intellectual and social.
Building
Self-Confidence
Chart
As we have developed an identity to secure our appearance in the future, it is even more important to know where our brand will be and what it will be doing in the future. The following chart and lists show the possibilities for our future. These realizations come in many different categories and forms.