When I first joined It’s Nice That more than three years ago I had never heard of Elephant magazine, but it was one of those titles talked about in hushed and revered tones. As such it’s always a publication I’ve approached with high expectations, so it was interesting to hear that for the next issue, number 20, Astrid Stavro and Pablo Martin of Atlas Studio have overseen a fairly comprehensive redesign.
Working closely with editor-in-chief Marc Valli, editor Robert Shore and publisher Rudolf van Wezel, the pair have sought to redefine the look and feel as part of a wider rethink of what the magazine wants to be. As Astrid told Frameweb: “From the initial discussions with the editors and publisher it was clear that the new tone of magazine had to reflect a more lifestyle and journalistic approach. Serious and provocative without being cold and conceptual. Spontaneous, accessible and aesthetically intriguing without being formulaic.”
So she describes the new Elephant as “more in line with the accessible look of a well-designed Sunday supplement. A lifestyle magazine that speaks to a broad, varied and multicultural art loving audience.”
There’s a new, less serious masthead, and the opening section of the magazine is much more image led in terms of its rhythm, playing off typographic openings to good effect. The Paper Galleries section has different paper stocks and a wraparound sleeve that is meant to act as a physical respite from the rest of the content.
One of the overarching principles was apparently to make Elephant look “less like a design magazine” which these first release shots suggest has happened; we’re looking forward to having one in our hands now.
- David Lane talks us through his art direction for Robyn's newly released record
- Friday Mixtape: Vanessa Carlton and Godflesh combine thanks to The Beautiful Meme
- Jenny Jiao Hsia's game designs are as delightfully weird as they are weirdly delightful
- Luke Boland communicates industrialisation through his expansive photographs
- Okuyama Taiki became interested in design while running a free bookshop in Tokyo
- Congo Tales offers an alternative to fear-based environmental messaging
- This is an article about Wieden+Kennedy’s clever ad campaign - No B.S
- Combining thoughtful design and big business: an interview with Made Thought
- Iceland’s Christmas advert banned from broadcast for being too political
- The Saul Bass Archive looks back on the trailblazer’s rare poster design
- Typeface Pickle-Standard both obeys and rejects the grid at the same time
- Cornelius de Bill Baboul's latest project is "like Baudelaire in the age of McDonalds"