TIME in RED, BLACK and GREENApril 19, 2008
This week, and for the second time in its 85-year history, TIME magazine leaves the red border behind in favor of the green border to celebrate Earth Day and the war on global warming. The only other time TIME left the red border behind was when it issued a special edition after Sept. 11, 2001. TIME took a page from its departed sister LIFE which did the same during its long history with the white LIFE in a red box. LIFE changed the red color twice in its lifetime: the issue after the assassination of president John F. Kennedy (Nov. 29, 1963) when black replaced red, and on Earth Day (May 1990) when green replaced red.
When a color is your trademark, you tend not to mess with it. However, Richard Stengel, TIME’s managing editor writes in this week’s issue,
“This is our third annual special issue on the environment but also a historic first: for this one issue, we’ve exchanged our trademarked Red Border for a green one. By doing so, we are sending a clear — and colorful — message to our readers about the importance of this subject, not just to Americans but to everyone else around the world as well.”
By the way, TIME managing editor will deliver the third annual Stuart Bullion Memorial Lecture at the campus of The University of Mississippi on Monday April 21 at 9:00 a.m. His topic: Reinventing TIME. Click here for more details.