Chatelaine unveils new logo, teams up with Rona

A content partnership heralds a new look for the newsstand

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.”

Media Articles

On The Move: Changes at IPG Mediabrands and Ari Agency

A weekly update of who's headed where in Canadian marketing and communications

Rogers forms Elevate to offer creative agency services

Company plans a data-centric approach to differentiate from competitors

Shomi subscribers to get free Netflix for six months

Rogers eyeing other 'premium experiences' to offer customers

Why Rogers bought family-owned radio company TBC

SVP says stations fill a geographic need in Southwestern Ontario market

National Magazine Awards to be reformatted for 2017

Non-profit organization pledges a 'more focused' number of awards and international judges

Shomi subscribers binge-watch before service shuts down

Expert points out challenges in on-demand video space

Facebook says advertiser base passes four million mark

Social giant says 40% of active clients have created an ad for mobile devices

Global introduces explosive promo for Timeless

Experimental campaign puts Yorkdale shoppers on the site of the Hindenburg disaster