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Time magazine replaces logo on cover for first time in nearly 100 years

By Bailey Aldridge, The News & Observer (Raleigh, N.C.) on

Published in News & Features

The cover of Time magazine's double issue that hits newsstands Friday will bear an important message in lieu of its famed logo — marking its first absence from the cover in nearly 100 years.

The giant letters at the top of the cover instead read: "VOTE."

Edward Felsenthal, Time's editor in chief and chief executive, wrote a piece published Thursday explaining the decision behind making the historic change, writing that "few events will shape the world to come" more than the upcoming election.

"To mark this historic moment, arguably as consequential a decision as any of us has ever made at the ballot box, we have for the first time in our nearly 100-year history replaced our logo on the cover of our U.S. edition with the imperative for all of us to exercise the right to vote," Felsenthal wrote in the Time piece.

As Nov. 3 draws closer, the push to drive voters to the polls has escalated — with numerous organizations and groups urging Americans to register and cast their ballots.

Many, including President Donald Trump and Democratic nominee Joe Biden, have billed the election as "the most important" in a lifetime.


"There's just one month left before the most important election of our lifetime — one that will shape the future of our nation for decades to come," Biden tweeted Oct. 3.

At the Republican National Convention in August, Trump deemed the election "the most important" in the country's history, BBC reports.

The image on the cover was created by artist Shepard Fairey, who also created Barack Obama's iconic "HOPE" poster during the 2008 election.

Fairey's work has been featured on Time covers twice in the past, Felsenthal wrote.


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