Something New on Madison Avenue

Something New on Madison Avenue
The venerable bible of Madison Avenue recently undertook its most radical redesign in years, helmed by Brooklyn design collective Athletics under the direction of the magazine's CD, Jesper Goransson. The biggest challenge the team faced was "going from [basically] a newspaper-based trade design to a newsweekly magazine-like approach to the content."

Read Goransson's comments and see more of the design after the jump...

  • Illustration by Bigshot Toyworks
    Illustration by Bigshot Toyworks
  • Illustration by John Kuczala
    Illustration by John Kuczala
  • Photograph by Robin Twomey
    Photograph by Robin Twomey
  • Illustration by Athletics
    Illustration by Athletics
  • Photograph by David Yellen
    Photograph by David Yellen
  • Illustration by Athletics
    Illustration by Athletics
  • Illustration by Athletics
    Illustration by Athletics
  • Illustration by Athletics
    Illustration by Athletics
  • Illustration by Athletics
    Illustration by Athletics
  • Illustration by Athletics
    Illustration by Athletics
  • Illustration by Ricardo Vecchio
    Illustration by Ricardo Vecchio
  • Illustration by Kelsey Drake
    Illustration by Kelsey Drake


Notes and thoughts from Jesper Goransson:
 
- What's new with this redesign? Everything!
 
- First, and foremost, NO MORE jumps to the back of the book. More even flow of stories and cleaner divisions between briefings/news/features/departments. Less of newspaper feel and more of magazine without losing the Ad Age edge as well as a more efficient reading experience

- We have a new Briefings page with shorter news items and a better starting point for the reader

- We invested in new fonts from Commercial Type (body text: Publico; headline font: Lyon; sidebars, etc.: Universe)

- New, more compact trim size (10"w x 13h") and heavier stock for cover and interior pages

- We're commissioning more illustrations and orginal photography and are less dependent on wire and PR photos

- A new infographic philosophy, more by-the-numbers boxes, less bar/line charts
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