What was the original brief from the publishers and did it change at all?
To be honest, there was no brief. The publishers presented us with the history of their magazine, their plans for the new version and their idea of having the upcoming issue deal with the theme of ‘Duo’. They just asked us to be as free as possible in redesigning Standard, the only consideration being readability. We came up with creative direction to support both those changes and their history – for example, it seemed obvious that we needed to create an identity that had something to do with the notion of standardisation, with a very strong grid. The idea of ‘Two’ that was the theme of the new issue (the Duo issue) was also an interesting idea to work on, so we felt like we had to find a way to make it appear throughout the whole magazine.
Did this project present any particular challenges, and if so how were these overcome?
An editorial design project is mostly about finding a good rhythm and the right balance throughout the whole magazine. This is a challenge when it comes to a 256-page magazine that deals with a lot of different types of content. Actually, keeping a sense of harmony has been an even bigger challenge, since we wanted the grid to be almost invariable. Then, another big challenge was to create a whole new identity that kept something of the Standard essence, despite changing nearly every detail of the previous brand.