Lift Me Up

MAGAZINE CONCEPT | APRIL 2019

KYBRD

A magazine concept in response to the consequences we face when new technologies are introduced to us. Despite its capacity to bring hope and create new opportunities for mankind, it could also lead to unexpected human behaviors that reveal a sad truth about us. KYBRD is a magazine that aims to educate the younger audience with the ethical use of technology.


CONTEXT

An individual magazine design project for a graphic design course at Simon Fraser University.

CATEGORY

Branding, Art Direction, Visual Design

CREDITS

Illustrations taken from Giovanna Giuliano


BRAND CONCEPT

Digital Etiquette


Editorial Mandate

An advocate for the righteous use of technology, KYBRD is committed to publishing unbiased content for those who are willing to be informed about the digital offerings they use throughout their daily lives.

Each edition shares insight on current events surrounding the digital culture while promoting ethical interactions within the online community, in order to raise awareness of the repercussions surrounding the use of advanced technology through a language that is comprehensible to the younger audience.

The magazine is distributed through academic institutions, community centers, and other facilities where young teenagers are likely to be exposed to print materials.

Target Readership

The target reader is a young student (age 12 - 18) who is curious about the implications of technology in today’s context and aspires to learn about the intersection of people, culture and technology. The reader is up to date about current news related to the tech culture.

BRAND IDENTITY

Cultural Reference


Art Direction

The art direction was inspired by the pop culture aesthetic from the 80’s and 90’s, in which vibrant colors and modern typography were often applied to a wide range of designs such as casette packaging. The choice of modern typography align with the brand’s objective to express the hope that technology brings through the use of vibrant colors.

Precedents

Considering that the magazine’s primary target demographic is Gen Z, who are not familiar with this aesthetic like the Millennials are, the design will be adapted to the modern context with cultural reference to the period in which introduced the joy of technology with the contribution of products like iMac G3, Game Boy Color, Playstation and many more.

Typeface

When designing the logotype, I began the process by selecting a typeface that best represents KYBRD as a brand, while reflecting the energy of the young readers. With a playful, yet precise form, GT Walsheim contains unique characteristics that distinguish it from conventional sans serifs.

Brand

The use of uppercase for the logotype was an aestheic decision since despite the legibility, the lowercase ‘k’, ‘b’ and ‘d’ created undesirable spaces within the overall form, whereas the uppercase letters become a geometrical block that act as a clean visual element within the magazine cover.

Brand

The unique characteritic of the letter ‘Y’ was the driving factor when selecting the typeface as the angled ‘Y’ became an element of recognition. The negative spaces between ‘K’ and ‘B’ created an interesting relationship that act as an asymmetrical counterpoint to the tightened last three letters.

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Final Logo

The four colors were added to bring a playful tone to the bold typeface with the four stripes that gave a distinguishable characteristic to the overall form. The combination of warm and cool colors were chosen due to the contrast it created with each other and the monochromatic color scheme. This was initially inspired by Paul Rand’s IBM logo, in which the 13 stripes became an iconic representation of technology that IBM stood for.

MAGAZINE DESIGN

Reflecting the Youth


Cover Design

The cover was designed to capture the essence of youth to grab the target demographic’s attention with the use of playful illustrations, vibrant colors, and bold typography. This was executed by using illustrated emojis that align with the feature article to establish a consistent theme across the issue.

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The monochrome logotype was chosen to adapt to the colorful illustration. The idea was to have a logotype that could adapt to different graphics in order to consistently portray a playful brand across each issue.

Feature Story

The editorial layout design mimics the Facebook brand with their color and illustrations to align with the topic of the story. With a target audience of age 13 to 19, a graphic-heavy layout with a slightly large body copy was necessary to keep readers engaged. The tone of the color remained consistent with the cover design while reflecting the Facebook brand with the extended use of blue.

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Spread Layout

The second spread visually represents a timeline with a path that guide readers through the content. Using bold numbers while breaking the grid with a curved path allowed for a dynamic layout that align with the brand concept.

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Table of Contents

The Table of Contents was designed first with readability in mind. The intention was to create a layout with a clear hierarchy that communicated the content within the entire magazine while staying on brand.

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