Described as “bold, bright and boisterous,” The Guardian’s redesign of its biannual magazine The Fashion manages to navigate that tricky aesthetic of merging playful with high-end. The magazine, which launched in 2013, was redesigned by The Guardian deputy creative director Chris Clarke, who aimed to align the supplement more with the paper’s other products. As such, there’s a new display font, a refined icon and a new typographic logo-mark which also acts as a page divider and guides the eye round the content in a simple, almost Bauhaus-esque way.
“We scrutinised previous issues and wanted to inject more pace and rhythm into how we presented our features,” says Chris. “The predecessor to this redesign always felt a little too distant and tonally inconsistent with the rest of the Guardian/Observer products. We wanted to change the design timbre to better reflect the vibrancy and energy we put into our editorial. A biannual, perfectly bound product is a luxury item for us and we want it to feel timeless and have an archival feel.”
The idea is that the print mag will work seamlessly with its digital counterpart; with both using a colour palette inspired by the season’s trends. The relaunch issue shouts loud and proud about its bold new approach, with a “pop of neon on the cover” and stunning imagery shot by photographers including Van Sarki and Sam Armstrong, and artist Annu Kilpeläinen.
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