Welcome to the new Verge
We have a brand new Edge for you today. Radically new. Sometimes you just have to blow things up and start over.
Yes, we have a sharp new logo that started with the idea of an unfinished interface between the present and the future. Yes, we have a vibrant new color palette that showcases our work in new and confident ways. Yes, we have new typefaces across the board, including serifs for our body text. Look at these ink traps in our new title font, Poly Sans. I love them.
All of these things were designed and developed with great care by Vox Media’s spectacular in-house design team, and they will serve as the foundation of our site and our brand for years to come. The edge is meant to look beautiful and push boundaries, and our new design reflects that.
But new colors and fonts aren’t the goal of our redesign. Not even a little.
Our goal in the redesign The edge was actually to rethink the relationship we have with you, our beloved audience. Six years ago, we developed a design system intended to travel confidently between platforms as media unbundled into individually distributed article pages by social networks and search algorithms. There’s a reason we had hot pink quotes in articles and laser lines on our videos: we wanted to be distinctly The edgeno matter where we showed up.
But posting on other people’s platforms can only get you so far. And the longer we lived with this decision, the more strongly we felt that our own The platform should be an antidote to algorithmic newsfeeds, an editorial product created by real people with intent and expertise. The edgeThe home page of is Vox Media’s most popular page, and it should be a statement about what the Internet can be at your best.
So we sat down and thought about what was really important to us and how to make our homepage valuable every time you open it. We also thought about where we come from and how we built The edge into what it is today. And we landed on: well shit, we just need to blog more.
So we’re going back to basics with something we call the Storystream News Feed, right on our homepage. Our plan is to bring the best of old-school blogging to a modern newsfeed experience and have our seasoned editors and reporters constantly update the site with the best of technology and science news from around the world. the whole internet. If it means connecting to Wired Where Bloomberg or another source of information, that’s great – we’re happy to send people to do great work elsewhere, and we hope our feed is useful enough for you to come back to later. If that means we just need to embed the viral tweet from TikTok or the wacky CEO and move on, so be it – we can do that. We can embed anything, actually: I’m especially excited that we can direct people directly to interesting threads on Reddit and other forums. The Internet is about conversations, and The edge should be a place to find great conversations.
(Speaking of conversations, we’re taking all of our feedback to the Coral platform, which has tons of fun new community features. Our editor TC Sottek is so excited about it, he wrote an entire post here.)
What’s most exciting about all of this is that it will free up time for our newsroom: we won’t have to stop everything we’re doing and debate writing an entire story about confused content moderation tweets from a dude. We can just post the tweets if they’re important, add the relevant context, and move on. That means we’ll salvage hours and hours to do more original reporting, deeper scrutiny and even more incisive analysis – the work that makes The edge great. It will also make it easier for us to share our great surveys and features when they’re relevant to the news of the day, allowing us to showcase our incredible archive of award-winning work. Our art and video teams will now have access to our homepage like never before; I can’t wait to see what they will do with it.
Our former colleague Walt Mossberg always reminds me that reinvention is important; this new site represents the greatest reinvention of The edge since we started it all.
When you embark on a project to totally reboot a giant site that makes a lot of money, you inevitably get asked questions about conversion metrics and KPIs and other extremely boring vocabulary words. People will come out of dark corners trying to start endless “side door” conversations, and you’ll have to run away from them screaming.
But there is only one real goal here: The edge should be pleasant to read, every time you open it. If we are successful, everything else will fall into place. We are some of the luckiest people in media because we have the audience we have, and what we want more than anything is that audience – for you – to feel how much we care. This has been the secret of our success for almost 11 years now: we carea lot, and it’s fun to care about something as much as we care The edge and our audience.
Many, many people at Vox Media have bought into this vision of The edge and our very long-term objectives: this project took two years to prepare. Our design team Marcus Peabody, Nan Copeland, Eleni Agapis, Derek Springsteen, Heather Shoon, Laura Holder, Ryan Gantz, Sam Hankins, Bart Szyszka, Kara Wilson, Kyle Earle, Miranda Dempster, Phil Delbourgo and Ian Adelman chased me the more silly potential rabbit holes trying to figure out what blogging should look like in 2022. Our Product Managers Zahra Ladak, Tara Kalmanson, Marie Connelly and Phil Hwang have kept this really big product on track and have it brought him to the finish line in spectacular fashion. Andrew Losowsky and the Coral team built the new Edge comment system.
Our stellar engineering team led by Kwadwo Boateng and Ken Peltzer have created an all-new front-end platform called Duet that will enable all of Vox Media to do similarly ambitious publishing experiences in the future. We couldn’t have done anything without this work and the commitment of this team: Omar Abed, Ben Alt, Andrew Breja, Ambika Castle, Stefan Chlanda, Matthew Crider, Michele Cynowicz, Colleen Geohagan, Ruba Hassan, Jose Junior, Sean Kaufman , Konstantin Kopachev, Simon Korzun, Chi Vinh Le, Michael Manzano, Maria Jose Mata, Miriam Nadler, Jessie Rushing, Matt Singerman, Sammy Sirak, Lenny Sirivong, Thomas Stang, Jordan Stewart, Tessa Thornton, Kristin Valentine, Lucio Villa, Paige Vogenthaler , Grace Wingo, Nikolas Wise, Melissa Young, Nicole Zhu and Joe Higgins. Our Support and QA team, Becky Becker, Jon Douglas, Steven Leon, Anh Phan, Mediha Aziz, and Miguel Abreu, spent endless hours making sure everything worked and looked good. (Note to Instagram, YouTube, and TikTok: make your vertical embeds behave! Go now.)
The edgeWilliam Joel, Senior Creative Director of , spent countless hours working on all of these ideas with me. Alex Parkin, Amelia Holowaty Krales and Kristen Radtke from our amazing art team painstakingly created dozens of new visuals and design elements to use in The edgethe platforms.
Alex Cranz, Richard Lawler, TC Sottek, Jake Kastrenakes and Dan Seifert developed the editorial strategy for our Storystream news feed. David Pierce signed up to return to The edge and spend your days posting to the feed within hours of seeing our new design. Our project manager Kara Verlaney carries out the entire Edge go; she got us across the finish line to launch with major contributions from Ruben Salvadori, Esther Cohen, Nori Donovan, Sarah Smithers, Brooke Minters, Mariya Abate, Liz Hickson, Kaitlin Hatton, Eric Berggren, Gemma Paolo, Lauren Iverson, Liam James, Andrew Marino, Andrew Melnizek and Nick Steinauer.
No editor has ever had a better partner than me in our editor Helen Havlak, who is a strong advocate for our team, our work, and our vision for the future of the site.
Building a new product is a huge investment – and a leap of faith – and I’m especially grateful for the trust and support of Vox Media’s executive leadership, including Jim Bankoff, Pam Wasserstein, Chris Grant, Melissa Bell, Jen Cullem and Chris George. .
And finally, my friend, co-founder, and former colleague Dieter Bohn and I created one of the first prototypes of our new News Feed in Google Docs almost two years ago. Dude, it’s shipped.