A content partnership heralds a new look for the newsstand
Chatelaine unveiled its new logo today on four colourful covers of its May issue. The French version of Chatelaine will debut the new logo on its June issue.
The all-uppercase logo, described as “fresh, modern and clean” by publisher Tara Tucker, uses the Neutraface 2 typeface and is bilingual (it has a stylized circumflex on the first “a”). Tucker said the timing was right to debut a new look as the magazine is kicking off its 85th anniversary celebrations in June..”
“The magazine has really evolved over the last couple of years in terms of look and feel,” added Jane Francisco, editor-in-chief of the Rogers Media-owned publication. “We felt the [previous] logo wasn’t keeping up with the design and the voice of the brand.” In addition, “because print is only a small part of what the brand stands for now, the logo has to have strength in all the different media platforms
The four-cover execution is the result of an advertising partnership with Rona. Each cover features an image of an entryway with different coloured chairs and accessories against different coloured backgrounds. Chatelaine used Rona’s new Collection paint to create each of the cover colour palettes. On the inside front cover, the camera has moved back to show a woman painting the wall and a Rona paint can on the floor. Next to this is a quarter-page ad for the home retailer promoting Collection and a co-branded contest to win a two-room makeover.
As part of the sponsorship, a Rona/Chatelaine co-branded promo page featuring the four colour palettes runs inside the magazine. The issue also features an editorial piece on how to create a great entryway using different colours and accessories. Rona “wanted to feel integrated, but we wanted to make sure the editorial was pure, alongside their objectives,” said Francisco.
Rona is also the single sponsor of a Chatelaine special interest publication, Home Décor 101, on newsstands now. The editorial was developed by the Chatelaine team and Rona purchased all the advertising. The book, published in English and French, is also a gift-with-purchase in Rona stores. Radio ads promoting the publication are airing on Rogers radio stations.
Tucker said with both the May issue and home decor book, Rona “sponsored the themed editorial and wrapped itself around the editorial with their advertising. So it’s a great collaboration and yet we still maintain that church and state, which is really paramount.”
The magazine is promoting its new logo with print and digital ads, developed in-house and running on various Rogers media properties beginning in May.
One ad, for example, shows the Chatelaine logo and a rustic-looking apple pie with the copy, “We used apples before Steve Jobs.”