Since the popularity of 'lads mags' and 'gossip/celeb' magazines in the 90s, Magazine design and cover design in particular now seems to be none existant.

Magazine design has always been an interesting topic for smarttechnique, as within the design industry they are usually the first port of call for reference material and inspiration. Not since the early 80s and the introduction of 'The Face', has cover design been so interesting or ground breaking. Maybe the main reason for it being such a huge success were the designers behind the publication. Neville Brody was already famous for his experimental typography. It was the sympathy with type that made 'The Face' so popular with young and trendy people. It soon became known as the fashion bible.

Around the same time as 'The Face', another fashion publication was breaking all the rules. 'i-D' had been around since 1954 but when Terry Jones joined in 1980, he initialised the Instant Design title, and created the brand we know today. Turned on its side the logo type looks like a face with a winking eye. A feature which is replicated with every cover image. An eye is always covered or obscured. This is an example of the perfect brand which is why 29 years later the front cover still uses the same format. After 'i-D', Terry Jones went on to work for 'Vogue'.

In 86 Neil Logan (previously of 'Smash Hits' and 'New Musical Express') and Nevile Brody, worked together again on a new magazine 'Arena', the first ever mens magazine. Both designers reverted back to using type as image where as new publications like 'FHM', 'Loaded' and 'Nuts' rely on the theory that SEX SELLS. It seems that a half naked celebrity and as much information about featured articles seems to be the only format these days. This needs to change sooner rather than later otherwise the internet, which seems to be taking magazine content to a new level, will destroy the physical interaction a reader has with a magazine.

Some other Magazines such as 'Zembla' have tried to buck the trend by using dynamic typography and striking imigary to enhance the readers pleasure. Unfortunatley 'Zembla' ran into financial troubles after eight issues, and dissapeared. smarttechnique are lucky enough to have two of those issues and will hold
on to them.

The newest fashion magazine 'Wonderland' came about after the being pitched on BBC2s programme Dragons Den. Hugh Gwyther, had a solid pitch and got the money for 'Wonderland'! Spotlighting contemporary visual culture - art, design, film - both the influences and the developments, together with the very best fashion. The magazine statement is...
"By combining new talent with new ideas and higher standards, we will push the boundaries and exceed expectations of what a magazine today can be". This is a step in the right direction for the industry and a success story that we hope is reproduced.