For more than 40 years, The Chronicle of Higher Education has been the preeminent news publication in academe, in addition to providing career resources, and enhancing collaboration and dialogue through blogs, newsletters and discussion forums on an online community. During my time at The Chronicle I was involved in all the numerous aspects of this multi-faced organization. As The Chronicle has evolved beyond its original scope as a print publication, so have its needs. The following is a proposed identity for a modern organization, expanding its reach while trying to hold on to its traditional roots.