Scientific American Redesign of the oldest continuously published magazine in the US, with a focus on a scientific research and ideas. Strategically, the changes are intended to convey seriousness and gravitas of the topics covered but in an up-to-date and accessible manner. To enhance functionality for readers, Pentagram redesigned the magazine’s logo, grid, structure, and typography system. Many of the changes have increased readability and the system overall provides a crisper palette of typography and color.