NME unveils ‘mature’ redesign

NME has undergone a redesign led by art director Joe Frost in a bid to make the title more ‘heavyweight’ and  ‘mature’, following Krissi Murison’s appointment as editor last year.

Frost says the new logo is ‘bold, direct and more authoritative’, and replaces a fussy marque, setting the agenda for the rest of the magazine.

Logo colour will change weekly to complement the cover artist, Frost says, demonstrated in the launch edition which features ten different covers.

Inside, font selections have been made with ‘more emphasis on the serif’ and ‘a more mature colour palette which moves away from the 100 per cent mixes that have been a staple of the magazine for many years’, adds Frost.

Murison’s tenure started in September 2009 and she briefed Frost in January, before the pair planned a layout which will integrate new content.

A new front section includes ‘The main event’, a topical report, investigation or debate, and the overhauled Radar pages – which cover new music – have been designed to integrate columnists such as Tim Westwood who will cover specialist areas.

Cover artists include Jack White, MIA, LCD Soundsystem, Laura Marling and Biffy Clyro. Launching today in London and nationally from tomorrow, the redesign will be accompanied by a campaign targeting eight million 15-34 year olds.

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