Fortune, which launched in 1929 as the brainchild of Henry Luce, had a lux appearance and premium price. (In 1935, the magazine’s prominently-noted subscription rate of ten dollars a year would have translated to around $172 in 2014 dollars.) As part of the project’s mandate to emphasize visual presentation, the magazine commissioned artists to create covers that would lend it what we might now call a strong brand identity.
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