Frame Publishers: ELEPHANT 25

Credits & Description:

SECTION EDITORIAL DESIGN
CATEGORY MAGAZINE FULL ISSUE
TITLE ELEPHANT 25
CLIENT FRAME PUBLISHERS
AGENCY ATLAS
COUNTRY SPAIN
DESIGNER ATLAS
DESIGN DIRECTOR ASTRID STAVRO, PABLO MARTÍN
EDITOR MARC VALLI
PUBLISHER FRAME PUBLISHERS
The new Elephant sees the contemporary art culture title metamorphose both editorially and in terms of design, with features played out in new ways. We were commissioned to redesign the magazine making it timelier, more journalistic and lifestyle, more readable and enjoyable, “less like a design magazine”. It was about finding the right balance between words and images, creating well-considered, aesthetically intriguing, thoughtful and playful layouts that respond to the content without feeling dry or over-designed. This was achieved by ‘editorializing’ the visual openers of the sections, allowing the imagery of the content itself to lead the navigation of the magazine. We tried to keep the visual language playful but transparent to let the content shine. We decided to maintain a visually appealing surprise factor by changing the main headline typeface in every issue. This allows us to experiment while maintaining a high level of consistency, spontaneity and originality.