Time Out has revamped its London listings magazine, which is the most visual manifestation to date of its move to become an international travel information business.
Some of the work follows suggestions from Wolff Olins, which was appointed to look at the brand last year (DW 30 August 2001), says group marketing director Christine Cort.
Group art director John Oakey has revamped the logo, introducing a red strip under Time Out incorporating the word London, at Wolff Olins’ suggestion. This brings the marque in line with other cities’ publications and emphasises the magazine’s global nature.
The logo itself is deeper and shorter to make it more of a ‘stamp’, Oakey says. ‘It is stronger and more powerful,’ he adds.
Some sections have been expanded, such as the Sell Out section, which becomes Consume, featuring shopping, health, travel and more coverage on eating and drinking.
The magazine’s layout has altered in line with a smaller, ‘more portable’ format to match the New York edition, recommended by Wolff Olins. Oakey has removed underlining and column rules, and replaced dotted lines with solid ones, to make the pages tidier.
‘We want to make it easier for readers to navigate the magazine without alienating them, and are making greater use of colour to achieve this,’ Oakey says. ‘The pages had become messy over the years with small, inconsistent redesigns.’
The typefaces, Franklin Gothic and Century Old Style, remain, but lighter versions of both, along with larger font sizes, will be used.
The branding will be applied across 80 newsagents and redesigned point-of-sale material for major stockists.