'Time' magazine replaces cover logo with Vote. Heres why
October 23, 2020  21:05
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Time magazine, for the first time in its nearly 100-year history, has replaced its well-recognised logo on the cover of its latest edition with the word 'Vote'.  

The United States elects its president on November 3, in what has been the most searing election campaign in the democracy's history.  

Explaining why the publication chose to replace its logo, Edward Felsenthal, editor-in-chief and CEO of Time, writes, 'This has been a year of so much pain, hardship, chaos and loss. And yet as nations around the world begin to rebuild from the pandemic, it is clear that we also have a once-in-a-generation opportunity to change our tune.  

'Few events will shape the world to come more than the result of the upcoming US presidential election. As Americans decide if it's time to reach for a reset button of our own, this issue includes a special report on the closing days of the 2020 campaign. 

'To mark this historic moment, arguably as consequential a decision as any of us has ever made at the ballot box, we have for the first time in our nearly 100-year history replaced our logo on the cover of our US edition with the imperative for all of us to exercise the right to vote. To help, we've provided readers with a guide on how to vote safely during this extraordinary year.'  

In conclusion Felsenthal writes: 'We stand at a rare moment, one that will separate history into before and after for generations. It is the kind of moment in which readers across the country and around the world have always turned to TIME. We thank you for doing so now.'
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