How Business World got its fortnightly look

25 February 2013

new-look-pu

Business World is out in a new avatar with a new periodicity.

In the first issue of the relaunched magazine, Fortune India art director Nilanjan Das and deputy art director Sanjay Piplani explain how they came up with the new design for the ABP group’s original business magazine.

The Grid: We live in an integrated world. We access content across media, platforms and screens. So we reassessed the grid — the intersecting lines that form the structure of a layout — to make the magazine a visual as well as literary delight, while maintaining fluidity across pages. Now, there is more white space, and images come out stronger and sharper.

The Fonts: A magazine’s character largely depends on typography. So we scoured 300 fonts to find the ones that were smart and elegant, so essential for a business publication. We selected 25 — 15 serif and 10 sans-serif fonts. Mixing and matching them on page, we cherry-picked three sans-serif and two serif fonts. And, we tried to challenge traditional styles of section heads and drop caps by making them bigger and bolder.

The Palette: Business persons are a dynamic herd. So should the media they engage with. There should be myriad colours; in all hues and tints. BW’s colour palette offers just that — a wide range of bright, warm, cool and elegant shades. We assembled the new palette with the intention of giving the pages a fresh, distinctive and powerful look, vis-à-vis our peers.

Also read: Business World to go fortnightly from weekly

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