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This conceptual rebrand of Playboy imagines what would happen if the magazine removed all nudity and became a purely literary publication, allowing people to actually "read it for the articles". The logo and book development processes are well documented on the ISO50 blog. Links below:

Logo Development | Book Production

The new Playboy logo is a variation of the original “bunny” symbol. The animal depicted is a fox and you are to deduce that he has “consumed” the old logo and left only the distinctive bow tie hanging from his mouth. This changing of the guard represents the evolution of the brand — not only visually, from a cute and cuddly bunny to a sly and cunning fox — but also in terms of perspective, in that the new animal is more sophisticated and better suited to represent the new priorities of the magazine.

Of course, as humor has always played a role in Playboy’s history, the bow tie hanging from the fox’s mouth conjures this tongue-in-cheek (or tie in mouth) mentality — as well as paying homage to the original iconic symbol. Most importantly, the fox stands proudly; having bested the bunny and established himself as the new symbol for the brand. This confidence and swagger is something that will be pervasive throughout all aspects of the brand.

The tagline is a subtle call out to the original joke that people “read Playboy for the articles”. These days, this statement always gets a laugh because of its assumed falseness — it would be absurd to imagine that a large percentage of the current Playboy audience “reads” it anymore. With the new brand, they will have no choice but to read as it will be the only option.

The new brand will strip away all of the trashiness and cheapness that has come to infect the pages of the current Playboy. The goal of the rebranding will be to bring back the class and sophistication of Playboy’s early years. In some cases, this will be done in a drastic fashion; for example, the magazine will not longer feature naked women, rather, it will become solely a literary magazine for the intellectually oriented gentleman. In the end, the product will be a lifestyle — or perhaps more appropriately — a perspective. A way to live your life, according to Playboy.