“W mag­a­zine, first pub­lished in 1971, is a month­ly Amer­i­can fash­ion mag­a­zine, pub­lished by Condé Nast. Its aver­age read­er is female, mature and lives in a house­hold with year­ly income of $135,840. In response to declin­ing cir­cu­la­tion fig­ures, Condé Nast hired Ste­fano Tonchi cre­ator and edi­tor of the high­ly regard­ed T: The New York Times Style Mag­a­zine. Tonchi’s first task was to relaunch the mag­a­zine, and the log­i­cal start­ing point was the logo or, to use pub­lish­ing speak, the mast­head.”