Poetry Foundation and Poetry Magazine Launch New Brand Identity
The Poetry Foundation and Poetry Magazine have unveiled a new brand identity, featuring an updated Pegasus logo and an expanded color palette. The rebrand was developed in partnership with design firm Pentagram.
Chicago – The Poetry Foundation and its publication, Poetry Magazine, have launched a new brand identity, effective with the October 2026 issue. The rebrand, developed in collaboration with design firm Pentagram, includes a revised color palette, bold typography, and a new, dynamic Pegasus logo.
The refreshed visual identity aims to reflect the organizational growth and creative collaboration the Foundation has experienced in recent years. The design team sought to create an identity capable of living seamlessly across the magazine's pages, public programs, installations, and digital experiences. Fred Sasaki, the Foundation's creative director, led the rebrand in partnership with Andrea Trabucco Campos and his team at Pentagram.
The Pegasus logo, a symbol for Poetry Magazine since 1912, has been reimagined with a more dynamic design intended to be recognizable from small applications, such as a magazine spine, to large-scale public installations. Pentagram developed four distinct Pegasus poses to represent the power and movement of inspiration.
The brand refresh coincides with the Poetry Foundation's approach to its 25th anniversary in 2027. The new identity honors the Foundation's history while creating space for experimentation and expression, aligning with founder Harriet Monroe's original vision of an "Open Door" for future poetry.
The updated identity will also extend to the Foundation's physical spaces in Chicago and its presence in the city, with the goal of bringing poetry into public spaces through installations and partnerships.