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Time Magazine replaces its name on cover for first time in 100 years

Editors replaced "TIME" with the word of the moment: "VOTE."

Gael Cooper
CNET editor Gael Fashingbauer Cooper, a journalist and pop-culture junkie, is co-author of "Whatever Happened to Pudding Pops? The Lost Toys, Tastes and Trends of the '70s and '80s," as well as "The Totally Sweet '90s." She's been a journalist since 1989, working at Mpls.St.Paul Magazine, Twin Cities Sidewalk, the Minneapolis Star Tribune, and NBC News Digital. She's Gen X in birthdate, word and deed. If Marathon candy bars ever come back, she'll be first in line.
Expertise Breaking news, entertainment, lifestyle, travel, food, shopping and deals, product reviews, money and finance, video games, pets, history, books, technology history, generational studies. Credentials
  • Co-author of two Gen X pop-culture encyclopedia for Penguin Books. Won "Headline Writer of the Year"​ award for 2017, 2014 and 2013 from the American Copy Editors Society. Won first place in headline writing from the 2013 Society for Features Journalism.
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Gael Cooper

The latest issue of Time Magazine still has the traditional red outline, but the four letters stretched across the top are different. Instead of spelling out TIME, the magazine replaced its title with the word VOTE. It's the first time in the news magazine's nearly 100-year history the logo has been replaced, according to a Time article that explains the reasoning behind the move. 

"Few events will shape the world to come more than the result of the upcoming US presidential election," the magazine declares. "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."

This story is part of Elections 2020, CNET's coverage of the voting in November and its aftermath.

More on voting

The cover features a red, white and blue illustration by artist Shepard Fairey, showing a woman wearing a pandemic-appropriate facial covering that depicts a ballot box and the word "Vote!" again. 

The special issue is focused on what the magazine calls "The Great Reset" and is published in partnership with the World Economic Forum. It also includes a guide on how to vote safely.