August to create new look for New Scientist

New Scientist, the international weekly magazine, is to be relaunched in May with a fresh look created by August.

The consultancy has been briefed to re-establish the ‘authoritative look’ of the title, which is part of Reed Business Information, and will begin detailed design work within two to three weeks.

The consultancy, which was appointed two weeks ago, will look at all aspects of the magazine including the masthead, colour, font sizes, reader navigation, flatplanning and the use of imagery. Pagination will not change, August creative director Stephen Coates says.

‘There is a guilt factor attached to reading a weekly magazine, especially one like New Scientist, because readers are often unable to read everything in the magazine. Better labelling would help readers cherry pick their way through the magazine,’ says Coates, a former art director of Blueprint and Eye magazines.

‘Everything is up for grabs in terms of a redesign, but I can’t say for sure if the masthead will be changed, though it will need to look in tune with the rest of the magazine. It is the news section that needs the most attention. I think a greater variation in type sizes of headlines, different typography and a greater variation of imagery is all needed,’ he adds.

The consultancy took part in a two-round pitch, finally securing the work following a two-way creative presentation.

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