The release date of this issue marks my second anniversary with ESSENCE. When I started, I was confident that this moment – the next chapter in the ESSENCE legacy – would happen much sooner. I admit that I was naive in thinking that I knew exactly what this cultural institution needed to move to its next phase, even before I could walk through the door, settle down and listen to its walls.
As a former fashion editor, I can relate this to the feeling you get when an old trend — let's say, '90s hip-hop fashion — resurfaces in popular culture; And because you've lived it, you know exactly what size to look for in a vintage Vanson jacket. But you quickly realize that the trend now has a new number leading the charge; They are 30 years younger than you; They actually want to wear their leather jackets a size larger than necessary, because “proportions matter.” Your old ways will always be reinvented into something new, even for you.
Now it's time to turn the page and introduce the new chapter of our visual identity. We coined it “Future, Nostalgic” to describe the fusion of the spirit of our heritage with the modern design trend. When thinking about where we wanted to take this creative refresh – so as not to make the mistake of rebranding – we first needed to look at the state of our current effectiveness. I loved what came from our cover shots when I was browsing through archived issues looking for inspiration. There was also a positive feeling about our style of original photography. In the spirit of ESSENCE's first-ever managing editor, Gordon Parks, this visual direction—bright eyes, with wide smiles of black joy on full display—has served as a constant guiding light. Plus, as you can see from the cover of this issue, we have a deep fondness for the original ESSENCE logo. We call it the old logo. It's not a new logo, but it's not necessarily “old” either. It's a legacy. It symbolizes our overarching goal behind this update: to ensure that ESSENCE remains the destination where Black creativity thrives and is the visible source of our culture as we look to the future – while retaining the parts of our history that keep us strong and distinct. Amen.
To help us strengthen this commitment to Black creativity, we're excited to have the world's most talented Black creatives grace this cover. I'm equally grateful to have photographer Andre D. Wagner's lens on Beyoncé Knowles-Carter and her mother, Ms. Tina, in our cover story, which speaks to the legacy of black hair. I have been a fan of Wagner's work for some time, watching his star rise. As a 2022 Gordon Parks Foundation Fellow, Wagner, of course, is like his soul in his work. Making him a part of this cause reinforces our intention to live up to the history of the brand. Not every photographer can capture a feeling, but Wagner does so effortlessly, and I am forever grateful to him.
I'd like to highlight some of the other updates you'll see in this issue. We have introduced a new set of fonts, Rizoma and Clarendon. There are also updated layouts highlighting original art commissioned from many of the creators involved in this book. Special shout out to our design studio — the real MVPs of this entire update. Without their collective vision and input, this new visual identity – and the thinking behind it – would not exist. Thank you, team!
Now it's time to get back to work. The updates to the print magazine are just the first phase of this update. You can keep up with what's coming online, and remember that what's old will always be new again.
with my love,
Corey Stokes
Senior Vice President of Creative
AG: @coreytstokes
