FORTUNE Logo
The FORTUNE logo uses 3 primary colors. Its dominant color is Armour Wash (#010101, closest Pantone Black 6 C). FORTUNE operates in the Publishing & Printing industry.
- Color family
- black
- Industry
- Publishing & Printing
- Brand popularity
- Top 1% of indexed brands
- Website
- fortune.com
Design analysis
The FORTUNE logo is a classic all-caps serif wordmark, rendered in heavy-weight letterforms with moderate tracking that preserves readability at small scales. The mark relies entirely on typography — no symbol, icon, or decorative element — which aligns with the publishing sector's tradition of masthead-driven identity. The letter shapes exhibit high stroke contrast and bracketed serifs, giving the word a vertical rhythm that holds together when reduced to a favicon or app icon. In print, the solid black fill ensures clean reproduction on newsprint and coated stock alike; on screen, the near-black value (#010101) maintains legibility against both light and dark backgrounds without requiring a knockout version. The absence of gradients, outlines, or color shifts makes the mark technically robust across the brand's magazine covers, digital platforms, event signage, and licensed rankings such as the Fortune 500.
Logo colors, measured
Colors extracted from the logo image itself (background removed), with share of the mark each color covers.
Click a chip to copy its hex code.
The measured palette — essentially a single near-black (#010101) with minor anti-aliasing artifacts (#383838, #191919) — signals editorial authority and timelessness, core expectations in business publishing. Black ink is the industry's default for mastheads because it prints predictably on any substrate, survives photocopying and faxing, and translates to digital without color-management risk. By avoiding accent colors, FORTUNE sidesteps trend cycles and ensures the logo never competes with cover photography or data visualizations that dominate its layouts.
Variations & downloads
Color variants generated from the vector source — free to download for identification, editorial and research use.
Visually similar logos
Nearest neighbors in visual embedding space — marks that share shape and structure with the FORTUNE logo, regardless of color or industry.
Brand web palette
Colors FORTUNE uses across its website — the broader brand system around the logo.
About FORTUNE
FORTUNE is a multinational business magazine that is headquartered in the United States. It was founded in 1929 by Henry Luce, a prominent media figure at the time. The headquarters of FORTUNE are located in New York City, specifically in the Rockefeller Center. The main product of FORTUNE is its magazine, which covers various topics related to business, finance, economics, and industry trends. The magazine is known for its in-depth analysis and insightful articles, which provide valuable information to its readers. FORTUNE also produces special issues and publishes rankings of the top companies in various sectors, such as the Fortune 500 and the Fortune Global 500. FORTUNE's operations extend beyond the United States, as it has a global presence. The magazine has numerous international editions in different countries, including China, India, Europe, and Asia-Pacific. FORTUNE also has various digital platforms, such as its website and mobile applications, which allow users to access its content online. FORTUNE has notable subsidiaries and partnerships. It is part of the Time Inc. FORTUNE also collaborates with other organizations, such as the consulting firm Great Place to Work, to produce rankings like the 100 Best Companies to Work For. In terms of market position, FORTUNE is one of the leading business magazines worldwide. It has a significant readership and is highly regarded for its authoritative reporting and analysis. FORTUNE's rankings, such as the Fortune 500, are widely recognized and influential within the business community. Over the years, FORTUNE has undergone various changes and adaptations to remain relevant and competitive. It has embraced digital media and expanded its online presence to reach a wider audience. FORTUNE has also evolved its content to cover emerging industries and global economic trends. Currently, FORTUNE continues to thrive as a trusted source of business news and analysis. It remains a respected brand in the publishing industry,
Questions about the FORTUNE logo
Has the FORTUNE logo changed significantly since 1929?
The masthead has been refined several times — most notably a modernization in the 1970s and a digital-era cleanup — but the core concept (bold serif all-caps wordmark in black) has remained continuous, preserving brand equity across nearly a century.
Why does FORTUNE use a wordmark instead of a symbol or icon?
Business publishing historically favors typographic mastheads because the magazine's authority rests on its name recognition; a symbol would add cognitive load without improving recall among executives who already associate the type treatment with the Fortune 500 franchise.
What color is the FORTUNE logo?
The dominant color of the FORTUNE logo is Armour Wash (hex #010101). The closest Pantone match is Black 6 C.
How many colors does the FORTUNE logo have?
The FORTUNE logo uses 3 primary colors: #010101, #383838, #191919.
More black logos see all →
More Publishing & Printing logos see all →
The FORTUNE logo is a trademark of its owner, shown here for identification and design research. Color data is measured from the public mark by LogoLabs; analysis is editorial commentary. No affiliation or endorsement is implied.