The new Fortune.com kinda makes us think of Portfolio.com...kinda

-YOSH In an attempt to remain relevant due to the launch of Conde Nast's heavy business glossy, Portfolio, the folks at Fortune Magazine finally pulled the curtains back on a newly redesigned Fortune.com. One thing struck us when we headed over to the Fortune website though. For a quick second, and we mean a quick second, we swear we were on Portfolio.com. We guess its due to the white logo on a dark charcoal grey background and the layout of the site. Then again the layout seems to be standard for business and current events magazines. We can understand why Fortune felt the need to redesign their website and even the magazine. But we think it falls short in the originality department. We were thinking more of a big blue Fortune logo with grey hi-lites or something on a white background and a font other than Arial or Georgia. But at the end of the day, the new design is a major improvement from the previous design. This comes as Fortune magazine is readying to launch its big print redesign in December or Jan. Some parts of bringing-the-big-brands-back strategy were hinted by Ann Moore, CEO of Time Inc. "What happened is we took the emphasis off the brands...it seemed crazy not to re-establish the power of these brands. We put in a new management team in place now." Also, since Fortune absorbed a lot of Business 2.0 journalists, it now has expanded online daily coverage on Fortune site. Fortune.com Redesigns; Magazine Relaunch Imminent [PaidContent]