Hachette Filipacchi Media US - publisher of women's fashion magazine Elle - is to be re-branded as HFMUS with a new name and logo, Folio reports.
The company, owned by Paris based Lagardere Group, also publishes titles including Woman's Day, Elle Décor, Car and Driver, Road & Track and Cycle World.
According to the media company, the letters in the new HFMUS logo are slanted forward - toward "the future" - to reflect "the agile and future-focused mindset of our new corporate culture."
The absence of punctuation in the logo stresses the "social community and collaboration" in the company, the publisher added.
The publisher also plans to relocate its headquarters to the Time Life Building at 1271 Avenue of the Americas in New York.