Toronto Life Gets a Facelift
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Toronto Life Gets a Facelift

2005_3_15tolife.jpgLike a stressed out Bay Street banker Toronto Life was in need of a facelift, maybe some botox or at least a really good makeover.
So Torontoist was pretty happy to see the newly redesigned Toronto Life in the mailbox this morning. That ugly, stale red box which branded the mag, gone! Replaced by a softer, new logo, that isn’t as brash and domineering but still maintains some link to the past.
The second best thing about the new redesign? The elegant red bar complete with page numbers that lets us skip through all those ads for jewelry, country club memberships and private schools. Add to that, a lighter, more open aesthetic and you’ve got a fairly succesful redesign.
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They’ve retooled the front of book section and created “City Survivor,” to make it easy for wealthy 905ers find a cool place to drink outside of their soul-sucking suburbs on the weekend. The content and tone of the mag hasn’t changed much: Gerald Hannon on Globe and Mail boss Eddie Greenspon, James Chatto practising one of the deadly sins (no, not lust) in his annual Where to Eat guide and it wouldn’t be Toronto Life without a piece on how the ridiculously wealthy have it so much better than the rest of us. In this month’s issue, a piece on the Medcan Clinic, Canada’s largest executive health centre, where Bay Street big shots can make sure everything is in working order for about $1300 a pop.
Torontoist just has one quibble. On the inside, editor John MacFarlane praises his art director Carol Moskot on the work she’s done; citing his appreciation for magazines like Look and 1960s Esquire (to the mag industry what the 1980s Edmonton Oilers are to hockey). If that’s the case then isn’t it about time that Toronto Life and most other magazines stop crowding their covers with all that text and go back to those old school, single-image dominated covers of the 1960s?

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