While the little coloured Elephant symbol remains, the redesign marks quite a shift for the mag, with new typography, layout and a revamped colour palette.
Editorially, as well as visually, issue 20 heralds changes: though features to those aware of the magazine such as Encounters and Destinations remain, new bound inserts named Paper Galleries have also been added.
One half of Atlas, designer Astrid Stavro, said in an interview on the Elephant publisher’s site that the new designs are “based on the content and not the other way round”.
She says: “This may sound simple but it’s actually quite complicated to find the right balance between words and images, creating well considered, responsive, dynamic, thoughtful and playful layouts that respond to the content without feeling dry, formulaic or over-designed.”
Having taken all these contemplations into account, the new look is – according to Stravo – more geared towards the look of a “well designed” Sunday newspaper supplement.
“A lifestyle magazine that speaks to a broad, varied and multicultural art loving audience”, she says.
“We thought this was quite a pioneering approach in this sector, especially when compared to other contemporary art magazine titles.”
Among the artists featured in the issue are David Shrigley, Anselm Kiefer and French photographer Laurence Demaison.
Editor-in-chief of Marc Valli says: “We have been wanting to do this for at least a year: making the magazine more timely, more journalistic, more readable and enjoyable, getting closer, skin-close in a way, to the lively culture that thrives in and around contemporary art.”
Issue 20 of Elephant is available now priced £14.99. For more information visit www.elephantmag.com