Forbes Logo

Forbes Logo

Most of us are accustomed to the way the word “Forbes” looks on the magazine cover as it hasn’t really changed for a couple of decades. However, before that, there were plenty of alterations. During some periods, the insignia was replaced annually. The magazine experimented with typefaces and style a lot.

Meaning and history

Forbes Logo history

Forbes magazine was founded in the fall of 1917. Before the following year started, the magazine used a logo in which the letters were embellished with lots of swashes. In fact, this was very much connected with the Arts and Crafts movement that was very popular in the United States at the time.

The 1918 logo looked a bit like World War I posters – it was somehow reminiscent of the Renaissance and Beaux Arts style.

The 1922 Forbes logo was in a way similar to the original one due to the swashes. However, this time, they weren’t as prominent.

1933 – 1977

Forbes symbol

One of the most memorable insignias has probably been the one introduced in 1933. To begin with, it was italicized – something very unusual for publications of that era. The initial “F” was a lowercase one, but it looked like a capital due to a hat on top.

The 1937 logo got rid of italics completely. Instead, it featured a Futura-based type. It was customized with the help of the classical proportions (the so-called roman caps). The “O” catches the eye, too – it’s a perfect circle.

Three utterly different insignias were used in 1938, from an elaborate script to a simple sans serif one. The magazine seemed to be experimenting with styles. A year later, a logo was introduced that was inspired by war posters. It was in use throughout the following decade.

The 1948 version seemed to be the prototype of the current one, with its stylish serifs and plenty of breathing space.

The Forbes logo unveiled in 1966 was based on the Univers font, which was “upgraded” with serifs. When some more weight was added to the letters a decade later, they started to look like Franklin Gothic.


Forbes emblem

In the magazines published throughout the late 1970s, the wordmark was given in a massive, bold sans serif type. The latest modification (1999) resulted in a more open and sharper lettering. There is more breathing space between the letters now.


forbes india logo

The wordmark looks very much like the Publico Headline Bold font. The type was altered, though. The “r,” at least, has been heavily modified.


forbes logo

Typically, the letters are given in white on the magazine covers. However, other versions are also possible.