Alberta Venture has started the new year (and marked its 15th anniversary) with a fresh look.

According to a post about the magazine's redesign on its website, the complete redesign "was a mammoth task" that started in August.



One of the major changes was more focus on the word Venture in the cover logo, art director Kim Larson explained in the post. “I know a lot of our readers identify us as Venture instead of Alberta Venture and I think it has a lot of movement and spirit to it.”

The logo and cover selection process produced more than 20 variations before a final selection was made. Venture said there is now a more "youthful red" in the colour palette, along with "richer browns and a steel grey". Greens are more vibrant and "our yellows and oranges pop a bit more".

A new front-of-book section, called The Briefing, and a Q&A section (part of the Smart Investor column) are now featured.

The magazine's redesigned website is scheduled to launch in February.

The website explains that in 1996, publisher and editor-in-chief Ruth Kelly "bought the name Alberta Venture, the mailing list and one issue’s worth of paper stock from the provincial government for $100."