Publisher Hachette speeds towards future with new name

Publisher Hachette Filipacchi Media US (ELLE, WOMAN’S DAY, ROAD & TRACK) is changing its name to HFMUS and adopting a forward-slanting logo to associate its name with speed and innovation.

“It’s more symbolic than anything else,” Alain Lemarchand, president/CEO of Hachette, said in an interview with mediaweek.com. “It’s a reflection of the new spirit, or new culture, the evolution we want to be part of, the speed required to achieve these innovations.”