In the end I submitted what would be the new design. I was pleased with it but found not only was it rushed but Iwas unable to justify many of the design decisions that I had made. In the end the client only ran with the layout of one article and the running header/ footer throughout the publication. Once I was done with the project I was not satisfied with putting it in my portfolio. I decided to redesign it as a side project. This way I would be able to put in the time and find the right solution.
Below is my attempt this I have documented the entire process in detail. If you would like to see a condensed version then please visit my behance profile.
"a redesign is not just aesthetics, but how it delivers its content."
"a design that resonates with the readership"
"you are creating an experience for the reader. we take them on a journey through the content."
SafetyFocus is a bi-monthly aviation safety magazine for aviation professionals and management. SafetyFocus has been dedicated to African aviation professionals by The AviAssist Foundation. The magazine came to be as a result of African aviation professionals being pointed to the Internet. As Internet connection is still an issue, being able to obtain information is extremely difficult. The magazine wants African aviation professionals to shear their best practices and experiences in the field. SafetyFocus magazine wanted a redesign for the magazine. It need to appeal to our target audience and communicate what we are about. Although originally aimed at Aviation professionals and middle management it currently has over 700 readers and reaches 53 counties in Africa, Europe and America. With the majority being in their last 20's and early 50's.
Aims of Redesign:
-To make the publication more accessible, expressive that resonates with the readership.
-Provide more professional, consistent appearance.
-To increase sales/ distribution of Safety Focus.
The Problem:
Masthead/ Cover:
Ineffective masthead,
poor use of cover space,
Layout: Column /Grid System
Poor visual hierarchy
Inconsiderate layout
Sections:
no clearly defined,
we do not feel 'journey/ experience' through the publication,
Images:
low quality,
amateurish,
does not elevate content,
ambiguity (is this a bad thing?)
Typography:
Inconsistent use of typefaces, (reflects on tone of voice),
Drop shadow on text looks cheap and tacky, does not serve to add emphasis,
type on image/ dark colours,
Color Palette:
unconsidered,
does not serve content,
Although SafetyFocus came into being to provide an alternative to the web it is still in competition with it. Why not try to have magazine design meet newspaper design
The magazine came about because online services for aviation professionals are difficult to obtain for Aviation professionals in Africa. What happens to the magazine when Internet connection is attainable and faster? There would be no need for the magazine as it would have old news where website and blogs can be easily updated, it would have be costly to print where as online it would have no distribution costs. There would be no logical reason for the magazine to survive. Should the magazine be available as an online PDF resource/ journal as a future precaution?
Is the wide audience (53 countries) a good idea. In this economy with echo of 'print is dead' would a niche audience not be a better approach?
Ineffective masthead, logo too large in bottom right, no hierarchy used to display content.
Use of drop shadow to emphasise heading, no clear visual hierarchy, poor use of grid if any.
Black on blue does not work, no sense of visual hierarchy, poorly placed, inconsistent color palette.
Research:
This is an in depth analysis of the everything and anything to do with the publication, the industry and the state of any factors surrounding the publication that may affect it. The research will be obtained from online resources, magazines, journals, newspapers, books and other resources.
Online: Behance.net, CargoCollective.com, Ted.com,
Journals: Computer Arts Projects Issue
Books: Magazine Design That Works by Stacey King
What is aviation safety?
What is the purpose of the magazine? Is this the best channel to reach the target audience?
Where do you see the magazine in the future/ long term goals? (monthly? bi monthly?)
How many other aviation magazines are there?
Who is the competition? What are they doing? Is there gap in the market?
What are other special interest magazines doing?
What are other African magazines doing?
What are other African magazines doing?
What the current trends in magazine/ editorial design? (to be avoided)
Who is your target audience; (age, race, gender, employment, income, geography, etc)
How do advertisers/ readers feel about the current design?
What is the current readership for the magazine?
What is the message you want to convey to your readership?
How are you catering for your current readership?
How are you trying to extend your readership?
What are your current brand/ brand values?
Does the current design of the publication reflect these values?
What emotional response do you want the readers to have with the publication?How do advertisers/ readers feel about the current design?
What is the current readership for the magazine?
What is the message you want to convey to your readership?
How are you catering for your current readership?
How are you trying to extend your readership?
What are your current brand/ brand values?
Does the current design of the publication reflect these values?
When/ where will magazine be read?
How often is the magazine published?
For how much is the magazine currently sold/ distributed?
What quality/ stock of paper is the magazine being printed on?
Given the state of current state of the economy is this a realistic price? (alter print methods)
What are the design specifications? (dimensions/ file size/ file format/ software use
What is your budget for this project?
When is the deadline for this project?
________________
Competition:
I looked at the competition in aviation magazines such as Air Safety who have strong design values throughout the publication. I also found that other special interest magazines have strong design and a signature style through. There were several magazines I came across that were popular because of their design such as Everyday Magazine, Nevertheless Magazine, Page Magazine and several more. What these magazines all have in common is that they are strong both aesthetically and because of their content. I need to find an appropriate design style that serves the content and gives safety focus a distinct voice.
___________________
Air Safety Magazine:
Type: special interest; aviation
Target: Aviation professionals, Top Management
USP: Funded by Flight Safety Foundation, Produces timely articles,
Style: Contemporary design that allows the content to show through.
64page, Full colour, monthly magazine.
Was made to replace seven newsletter the Flight Safety Foundation used to produce.
It was launched in 2006 and was initially called Aviation Safety World.
It analyses, in depth, important safety issues regarding the industry.
Allows other aviation magazines to reproduce articles (Safety Focus Magazine currently does just that. The majority of articles are sourced from here.)
Flight Safety Foundation Mission Statement:
- Promote and facilitate the global application of leading aviation safety assessments, standards and practices.
- Develop global solutions to key aviation safety challenges
- Disseminate interpretive and educational aviation safety materials worldwide, focusing principal efforts on community members with the most urgent needs
- Be the constant and forceful “Just Culture” advocate for all global aviation community members.
- Provide opportunities for the members of the global community to come together, interact and learn from each other.
- Represent the global aviation community on safety matters with news media, industry and government groups and the general public.
Everyday Magazine:
Type: special interest; Design Magazine
Target: Graphic designers and other creatives.
USP: Focuses on people behind the work, rather than the work itself, strong visual style
Style: urban, quirky, geometric,
The magazine tries to keep to what magazines do best, instead of trying to imitate what the internet already does better. Therefore, the focus is mainly traditional journalism & photojournalism, resulting in a magazine that you sit down and take your time with, a contrast to the restlessness of the youtube-generation.
___________________
Type:
Target:
USP:
Style:
Nevertheless Magazine:
Type: Special interest magazine; creative design
Target:
USP: 'They write and communicate through images only they themselves would like to read', range of subject (creative) matter, heavy use of design aesthetics,
Style:
________________
Ideas:
lnlkn
Thumbnails:
The Solution:
Masthead:
Allow the content to drive the design. Introduce a new Column system of 6 columns used as three columns for long runs of body to aid flexibility. The advantages of a 6 columns used as three is that it allows for a more economical layout and is good for getting lively. active layout. However the narrow columns will dictate range left, right ragged use of text. The flexibility of the 6 columns used as 3 columns is it allows much more variation in the size and proportion of images. Symmetrical headers and footers used in conjunction with A-symmetrical layouts. Header is to include section and article name. The footer is to include page number, publication name, month and year. The disadvantage of this layout is that if it is not well controlled the content can look confusing so a generous amount of white space must be used to counter this.
Columns: 6
Gutter width: 4.5mm
Margins:
Top: 11.7mm
Bottom: 13.8mm
Inside: 12mm
Outside: 12mm
Columns: 6
Gutter width: 4.5mm
Margins:
Top: 11.7mm
Bottom: 13.8mm
Inside: 12mm
Outside: 12mm
11pt Baseline Grid 
Article Layout
Each section begins with a large quotes that serves as an introduction to the features.
Typography:
There will be two new typefaces for entire publication, Titillium and Minion pro. Titillium was chosen for headers and sub-headers because it lies somewhere between geometric and humanist which stops it form being boring, is a very legible, academic typeface that could work as part of a brand or an editorial and its wide range of weights aid for flexibility. Minion Pro was chosen for body copy, captions and pull quotes because readability, elegance, smooth and rounded serifs. At small sizes with enough leading it looks clean and strong on large runs of copy. As a result of the narrow column width all text will be left justified, right ragged to grantee even word spacing throughout the publication. Bold lead-ins will be used for the first paragraph for each article to create a more effective visual hierarchy. Along with this each new paragraph will be indented by 10mm to serve as a visual hook to catch the readers eye in large runs of copy.
To add emphasis to sub-headings boxout will be used around text. Boxouts can also be used to show lists or important info-graphics,
To add emphasis to sub-headings boxout will be used around text. Boxouts can also be used to show lists or important info-graphics,
Headings: Titillium, 999wt,
Sub headings: Titillium, 250wt, 20pt on 22pt lead
Body Copy: Minion Pro Regular, 10pt on 11pt leading
Captions: Minion Pro Bold Italic, 7pt on 11pt leading
Pull Quotes: Minion Pro Italic, 20pt, 22pt lead
Color Palette:
The colour palette for both the brand image and the magazine is Black, White and Cyan. These colours have been chosen as a result of their power, simplicity and connotations. The magazine will be available in many countries across the world so colour meanings with reference to culture will have to be considered. The magazines main competition 'Air Safety Magazine' uses a much deeper blue and desaturated lilac tones. I feel the colour palette I have chosen is much more economical.
Cyan: trust, royalty, sky, freedom, liberal, etc.
Black: power, elegance, sophistication, etc.
White: cool, fresh, clean, neutral, etc.
Information Graphics:
The publication contains many statistics and data. These appear in text on a page and will not always resonate with the reader. I have adopted simple visualizations based on geometric shapes to but the data into context.
An example of the info-graphics in context.
Masthead/ Cover layout
New Masthead/ logo,
Minimal typography,
Emotive imagery,
The colour palette for both the brand image and the magazine is Black, White and Cyan. These colours have been chosen as a result of their power, simplicity and connotations. The magazine will be available in many countries across the world so colour meanings with reference to culture will have to be considered. The magazines main competition 'Air Safety Magazine' uses a much deeper blue and desaturated lilac tones. I feel the colour palette I have chosen is much more economical.
Cyan: trust, royalty, sky, freedom, liberal, etc.
Black: power, elegance, sophistication, etc.
White: cool, fresh, clean, neutral, etc.
Information Graphics:
The publication contains many statistics and data. These appear in text on a page and will not always resonate with the reader. I have adopted simple visualizations based on geometric shapes to but the data into context.
An example of the info-graphics in context.
Masthead/ Cover layout
New Masthead/ logo,
Minimal typography,
Emotive imagery,
Colour Palette:
Black
White
Cyan
Sections; (cover, contents, editors message, cover story, maintenance matters, air news, air mail, etc)
possible symbol for each section
Cover story,
Features,
Strategic Issues,
Maintenance Matters,
Imagery:
Full page imagery (possible double page spreads)
Emotive, relevant photography,
Considered info-graphics,
Playful illustrations for 'air mail' section
Style Guide; to cover all the aboveWhite
Cyan
Sections; (cover, contents, editors message, cover story, maintenance matters, air news, air mail, etc)
possible symbol for each section
Cover story,
Features,
Strategic Issues,
Maintenance Matters,
Imagery:
Full page imagery (possible double page spreads)
Emotive, relevant photography,
Considered info-graphics,
Playful illustrations for 'air mail' section
masthead shape inspiration:
propellers
aeroplane
clouds Click Here to Read More..
