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David Bushay

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BRIEF Introduction

Style Biblio is the interactive mobile magazine that brings the fruit of creativity to the palm of your hand. Style Biblio combines the luxury of fashion with the rough edge of sound design. Evoking a strong sense of nowness and ‘tomorrow will come mon cheri…’. Style Biblio features current style references from today’s modern artists and prodigies. Available on all mobile platforms including but not limited to iphone, ipad, Blackberry, Android and various other smart phones, mobile devices and tablets, Style Biblio is your route into the hands, laps and minds of a powerful demographic. Style Biblio is comprised of three main areas that are eclectically and creatively combined. Incorporating Fashion, visual arts and lifestyle, Style Biblio speaks directly to it’s fast paced content hungry audience through strong imagery, interactive pages and compelling stories. Style belongs to us…Let freedom reign.

Brief

Style Biblio are about to launch onto the market, but requires a brand identity. Develop a visual identity for Style Biblio. The brand should reflect the values and personality of the company and respond to the target audience. Consider logo design, branding and identity, values, audience, culture, naming, typographic character and media and expression.


RESEARCH Style Biblio are about to launch onto the market, but requires a brand identity. Develop a visual identity for Style Biblio. The brand should reflect the values and personality of the company and respond to the target audience. Consider logo design, branding and identity, values, audience, culture, naming, typographic character and media and expression. This section will cover research gathered relating to branding and identity, editorial design, magazines and youth. This helped me gain a better understanding of the field, target audience, approach and provided me with inspiration and ideas.


Visual research


GEN-Y Style Biblio is your route into the hands, laps and minds of a powerful demographic. Early adapters, influencers, consumers – Generation Y. Style Biblio engrosses its reader with the ‘For us By us’ approach. Put together by fellow gen-y-ers the content is current and fresh. Words are limited and images are king. At Style Biblio the content is a rich tapestry of image and interaction. Set apart from its competition, this digital publication is 100% free, which is like bass filled music to the ears of your demographic. As print press dies to them, they seek out more inspired, creatively saturated content to meet their needs.


Gen-Y... Demographic


Is 82 million strong

Is totally immersed in the digital, online and mobile worlds

Is the most technologically savvy generation yet Is 16-24 years old

“Mobile content has been incorporated into Gen-Y’s daily lifestyle and defines them digitally” – The Guardian

Spends an estimated £20 billion in online purchases alone each year Is 40% Male Accounts for 61% of all online apparel purchases

Is hands-on and craves interactivity “They will be responsible for the return of a thriving economy.” – The Times


“They like products that let them show some individuality.“ – Marketing Today

“9 out of 10 Gen Y-ers own a personal electronic device. 4 out of the top 5 of Gen Y-ers daily activities involves the use of technology.” - Constructive Marketing UK

“They just want to spend their time in meaningful and useful ways, no matter where they are.” – Time Magazine

Is un-trusting of, and reluctant towards television advertising Is motivated by what friends say

Spends £200 billion per year and have major influence on parent spending

Is confident of their own beliefs, understanding and knowledge

Is 60% Female

Influences at least 90% of the apparel purchases in their homes


USER PROFILE The Style Biblio readers are between the ages of 16-24. - 40%Blackerry users - 20%iPhone/IPod users - 30%Android Users - 10%Samsung They work in and study the creative sectors including, Fashion, Art, Design, Architecture, Theatre. Many are self employed or freelancers.


User Profile


Target audience


THE MEDIUM Available on all mobile platforms including but not limited to iPhone, iPad, Blackberry, Android and various other smart phones, mobile devices and tablets. A little bit about the platform (2011 Statistics): - There are 5.3 billion mobile subscribers (that’s 77 percent of the world population). - Mobile devices sales rose in 2010, with smartphones showing strongest growth. - 3 billion people accessed mobile content worldwide in between 2009 and 2011. - Many mobile content consumers are mobile-only, i.e. they do not, or very rarely use a desktop, laptop or tablet to access the Web. Even in the western world 25 percent of mobile Web users are mobile-only. - Paying by mobile i.e. m-payments was worth £240 billion by the end of 2011 and could be worth over £1 trillion by 2015.


The Medium


Mobile medium


THE MAGAZINE Style Biblio is comprised of three main areas that are eclectically and creatively combined. Incorporating Fashion, Visual Arts and Lifestyle, Style Biblio speaks directly to it’s fast paced content hungry audience through strong imagery, interactive pages and compelling stories.


The Magazine


FASHION The fashion pages make up a third of the content and include trend forecasting and reporting, shopping features, editorial shoots and a health and beauty section. Areas of focus include: - Interesting items: Design triumphs - Must have features - People Feature (interview) - Streetstyle - Trends - Editorial - Beauty


Fashion


VISCOM Viscom, short for visual communication accounts for the second third of the magazine. It will feature design, illustration, photography and graphics. Areas of focus include: - Typography - Illustration - Graphics - Design - Photography


Viscom


CURRENT Current is the final third of the magazine and places emphasis on lifestyle topics such as places, experiences, literature, film, and television. This area draws attention to the creative aspects of each of these sectors. Areas of focus include: - Entertainment : film, music, theatre, literature - Lifestyle : food, locations, experiences - Technology : apps, new releases, innovations, motoring - Inspirations : Countdown of loves


Current


Branding brainstorm


AMPERSAND MAGAZINE Ampersand is a magazine for showcasing all kinds of creative talent from all over the world, promoting creative individuals and opinions all in one place. The magazine is a showcase for creativity, pure and simple. In their experience there are so many creative people out there that just don’t get the exposure they deserve, so hopefully this magazine will allow them to showcase just this! The whole content is driven by the contributors to the magazine, and in each issue we take a look at ‘fashion, art, design and many more! The great thing about online communities like Tumblr, Twitter, Facebook and others is how we all work together and how we all find creativity everywhere and there are a lot of people within this creative community who have helped make this magazine finally happen from all corners of the world.


#5 MAGAZINE #5 is the worlds first digital lifestyle magazine... Delivering you icons and upand-coming stars of music, film, sport and TV, without forgetting the latest in fashion, technology and the world in general. It’s about sport, personality and style, and who doesn’t want a bit of that with their cornflakes?. With Rio Ferdinand as Editor-In-Chief and brand ambassador, they’ve certainly had a distinct advantage when chasing high-profile musicians and actors. But they’ve also had the ear and input of a man who knows what he likes. Sure, people said it would be all about bling, Bentleys and Barbados, but, as Rio says himself, “it’s my number, your magazine” and by combining editorial credibility with print disciplines and an all-singing, all-dancing display of publishing fireworks, they’ve stayed true to their brief. And that brief is to deliver to their demographic icons and up-an-coming stars of music, film, sport and TV, without forgetting the latest in fashion, technology and the world in general.


LIVE MAGAZINE Live Magazine is a free, quarterly magazine, website and youtube channel that is created by emerging creative talent from across the UK, with 50,000 copies distributed nationally. The writing, illustration, design, filming, photography, fashion shoots, blogging, PR, marketing and social media are all done by Live’s contributors, whether they’re 15 year old music bloggers, 21 year old illustration graduates or 17 year olds with a mad talent for opinion. All of this happens under the guidance of industry professionals who provide mentoring and support throughout the magazine’s production at there Brixton office. Their mentors include ex-editors and regular contributors to The Guardian, Observer, Vice, The Face, Dazed & Confused, Radio 1, NME Radio and include well-respected experts from a broad range of print, online and broadcast channels.


THE HUB MAGAZINE Launched in 2009, The Hub exists as a global luxury, life and style directory. Developed to stimulate, inform and entertain readers with a wide spectrum of topics from high fashion and film to music and art. The Hub is published in print 4 times a year and updated constantly online.


VICE MAGAZINE VICE is a free magazine and media conglomerate founded in Montreal, Quebec and currently based in New York City. Vice’s content has shifted from dealing mostly with independent arts and pop cultural matters to covering more serious news topics, although both are often treated with the same spirit of blithe and caustic irreverence. Vice has championed the “Immersionist� school of journalism, which it regards as something of a DIY antithesis to the big-office methods practiced by traditional news outlets, and has published an entire issue composed of articles written in this manner. There have also been issues of the magazine wholly dedicated to concerns facing Iraqi people, Native Americans, Russian people, people with mental disorders, and people with mental disabilities. Vice also publishes an annual guide for students in the UK.


LOGO DEVELOPMENT My next step following on from research was to explore and create a suited master head/ logo for style biblio. To help me get a better understanding I will journey through the meanings of “style” and “biblio” and explore ways to express both meanings in a vibrant and attractive visual identity appealing to the target audience.


Form magazine


MAGAZINE LOGOS Exploring magazine logos, better known as mastheads, I compiled some that I feel are pretty strong and I must say it’s really wonderful to see them altogether — out of context. Without the support of a photo and subheadings the logos must still convey everything the magazine stands for (like any logo). For that, I really respect the work that goes into designing mastheads. From the way the “U” in Suede touches the “S” to the spacing (kerning) of the letters in NYLON, every little detail is considered. The femininity of Blueprint’s logo font, Fling, is perfect, just like the boldness and weight for JANE, and of course the classic and regal elegance of the Vogue typeface.


MAGAZINE LOGOS Looking at other magazine logos, both music and fashion, I see that it does not have to be really bright to catch the audiences attention. Vogue is probably one of the biggest magazines on the market however its Masthead is just written in black and quite simple text. However some of them such as NME and Q show that red is also a regular colour for them, I can see why this is the case as it is a bright colour that catchs the readers eye but isn’t gender specific so it appeals to both sexes unlike the Glamour logo which is obviously aimed at women.


Stop Stealing Sheep, Erik Spiekermann


STYLE I gathered all relative images and content which relate to style and its meaning. It’s interesting to notice the vast variance of content found. This tells me that style is much broader than people may think and can be said for much more than fashion, which is its natural comparison.


BIBLIO The term biblo on the other hand was fairly straightforward and basic in trying to understand its meaning. Based on research gathered it seems that biblio relates to something in the area of reading, content and literature. All these definitions I will compromise in my generating of ideas for a suitable logo design for style biblio.


IDEA GENERATION I began generating ideas for a logo suited to style biblio influenced from my research. The first design on the opposite page was based on using two different typefaces to represent each word (style & biblio) forming a logo for the magazine. For my second idea I wanted to try and convey the interactive side of the brand illustrating that its not an ordinary magazine but a online and user interactive one. I used the icon of a finger causing a ripple effect to suggest of the user touching the screen and expecting a response. The logo design on the bottom of the page opposite I tried to illustrate the biblio or bibliography side of the magazine being that it is an ‘online book of style’. The illustration in the corner illustrates to a page fold/flick, which relates to reading or books. The typography used is more creative representing the ‘stylish’ side of the magazine.


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IDEA GENERATION The set of logo ideas opposite were a experimentation, trying to combine both style and biblio in a typographic manner. The finger icon suggest to the interactivity of the magazine.


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INITIAL IDEA Developing the idea of trying to typographically represent both ‘style’ and ‘biblio’, evolved my initial idea. The typeface used in ‘style’ captures a sophisticated and stylish feel, while the biblio font is simplistic and bold. Together I think both fonts combie and compliment each other well.


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INITIAL IDEA Developing the logo further, I went on to create icons for the 3 main sections of the magazine: the ‘tag’ represents the fashion section, clothes and attrite. The ‘pen’ represents the viscom (visual communication), graphic design and art and the ‘magnifying glass’ represents the current section, searching for the last news, products etc. These icons will also help enable users to navigate through the magazine with intuition, speed,and ease. Simple and friendly, these icons work equally well both as tools and as expressions of the brand.


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is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum. is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like


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My thoughts on my current logo design and reflecting on what the magazine was about and for, I decided to continue to generate more ideas and try and create a more creative looking logo to appeal to the young creative audience who will read this magazine. I felt that the current logo was too corporate and rigid and wouldn’t to appeal to a young creative audience, so my challenge was to add some vibrancy, edge and colour to it. I looked into handwritten fonts to convey a more artistic approach to the master head of the magazine.

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GENERATION Y This was an article I found about my target audience, generation y. This gave me further insight into the audience I’m appealing to and greater inspiration to how to grasp their attention visually, by creating a more expressive and artistic logo, representing the target audience better.


COLLECT MAGAZINE Collect magazine greatly inspired me to create and more artistic and creative logo for Style Biblo as apposed to my current one which could be considered as corporate or not really reflecting or relating to its target audience. Collect is a magazine about taking pride in what we do, and where we live. It shines a spotlight on things done well and explores ways that we might be able to do things better. They believe the future is small. Worldwide, the hyper-local is gaining importance, and the car-fuelled tomorrow is grinding to a halt. Small cities - and the small cities within cities - are re-emphasising the importance of community. People are returning to the corner store - and that’s where you’ll find them.


WC MANO NEGRA Typography is a key element to communicate a unified personality for Style Biblio. I selected WC Mano Negra and AW Conqueror as their main typeface. WC FONTS was founded in 2005 by Christophe FĂŠray. He is based in Avignon and Nantes (France)and is a graphic design actor which specializes in designing and producing typefaces. These are often conventional in terms of legibility - yet functional, having concepts that seek for new visual, typographic and linguistic possibilities.


AW CONQUEROR The AW Conqueror Sans typeface draws inspiration from those in vogue in Europe between World Wars I and II. With its geometric lines it evokes the spirits of both Bauhaus and the Art DĂŠco period. AW Conqueror Sans, a contemporary Sanserif, is the cornerstone of the family and the jumping off point for the rest of the typefaces. Any text may be swapped around without changing the layout. More commonly seen in Renaissance italics, swashes capitals have also been added. These typefaces ensure clarity and legibility while still being creative.


AW Conqueror Sans Light


FINAL STYLE BIBLIO LOGO Here is the final style biblio logo. I think it works well especially with a solid and bright background colour as this brings the logo out more. The logo accompanied with a bright solid background really enhances its look and adds to the vibrancy and excitement of the logo. The colours chosen are what gives Style Biblio personality, they’re bold, colorful and expressive. These background colors are used to compliment the logo and represent the three main sections of the magazine.


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IMAGERY Choosing the right imagery for Style Biblio’s communications is a critical part of their brand design. This should be considered alongside the copy writing and design concept to ensure it has the best fit with the project. For images I look for colour, composition and quality. To ensure the best results, I aimed at simple imagery with a solid colour background be used.


INTERACTIVITY Interactivity is another main part of Style Biblio’s brand. This enables users to navigate through the magazine with intuition, speed, and ease and offer a smooth transition between pages and easy access to information for the users convenience. To emphasize a more energetic Style Biblio experience, I suggested a active imagery, animated graphics, and vibrant colour to instill more excitement and personality.


Animation stills



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