TIME has unveiled a new symbol in collaboration with global design studio Pentagram's designer Sasha Lobe. The new symbol is a flexible reinterpretation of the TIME logo, the cornerstone of the brand identity, featuring curves that embody Sasha Rove's perspective of the brand narrative, ‘Poetic Scenes’. It symbolizes the fusion of timeless classic and contemporary elements that define TIME's inherited identity, pushing boundaries and crossing borders freely.