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REALLY, WE PLANNED THIS ALL ALONG: Fortune magazine began a redesign about six months ago, which was coincidentally just around the time new rival Condé Nast Portfolio launched. But one has nothing to do with the other, claimed Fortune managing editor Andy Serwer. "We haven't had a redesign in more than 10 years," he maintained. "It looked like a 1990s magazine, but now it's easier to navigate, there is more white space and it fits in the right decade." Fortune decided to keep the redesign in-house, led by design director Bob Perino. The results, which will first be seen in the Dec. 10 issue, include much more varied and larger graphics than traditionally seen in the past — at least in Fortune. Changes to the table of contents and new colors have popped up, although bigger alterations include a new technology section (home to many old Business 2.0 staffers) and expanding the coverage of others. "Life at Play," for example, shows chief executives how to spend their money (and, presumably, is a good way to credit all those fashion and luxury brands the magazine hopes will advertise). The cover hasn't been tinkered with too much, just a little change to the width of the logo letters and a shift in font. A new Web site also has launched that looks similar to the redesigned magazine, but will offer unique stories from its dedicated staff of 10.