The branding you describe is orthogonal to what acangiano is trying to do here. When launching a minimum viable product, it's best to go with a logo from 99designs and a Wordpress/WooThemes/whatever template. Essentially a minimum level of professionalism while focusing on building the core product. Lest you think I'm alone in this recommendation, Patrick wrote a bit about this here: http://news.ycombinator.com/item?id=1697558. Attempting to brand like Time magazine right out of the gate for a small project like this is absolutely the wrong choice.