Evoke Magazine Style Guide

E V O K E s h o w c a s i n g i n n o vat i v e a r t

&

d e s i g n i n s p i r e d b y n at u r e

P U BLI C ATION

NAME

Evoke Magazine

WH Y

“E VOKE”?

Our magazine focuses on human interaction with the natural environment and how that evokes creativity in art and design.

TR I M

SI Z E

8.5” x 11”

C O N C E P T This magazine aims to showcase innovative art and design that has been influenced by our natrual environment that encourage a shift in human behavior. The content goes beyond promoting awareness about the environmental issues and instead focuses on the progressive ways people are interacting and incorperating nature into peoples’ lives. Other magazines that would bookend this magazine would be Greensource, Architectural Digest, and Popular Mechanics.

D E SI GN

TEAM

Alex Anderson Sally Carmichael Drue Davis (art director) Keene Niemack

TO-SUGGEST LIST

ECOLOGY

B E H AV I O R

Ecology is the branch of science that studies how people or organisms relate to each other and their environment.

Behavior is the way a person or thing acts or reacts

A D VA N C E M E N T

ACTIVISM Activism is the use of direct action to achieve an end, either for or against an issue.

S U S TA I N A B I L I T Y

SHIFT To shift is to move or change, or to cause something else to move or change.

Minimal Natural Sustainable Creative

Advancement is a forward movement or improvement.

Progressive Forward Purposeful Human

Sustainability is the ability to be upheld or the quality of being aware and protective of the natural resources and environment during economic and population growth.

Innovation Timeless Informative Important

Influencial Simple Clean Earthy

TARGET DEMOGRAPHIC

TA R GET

A U DI EN C E

Our target audience primarily consists of creative professionals that are interested in sustainability. Whether they are young or old, our audience has a substantial income and cares about being ahead of the times for their careers and social lives. They most likely come from a creative background that could range from architecture to writing and are constantly in search of information and inspiration.

WHAT IS IT THAT THE AUDIENCE IS GOING TO RESPOND TO IN TERMS OF EDITORIAL, DESIGN, AND ILLUSTRATION? Our target audience would most likely respond to a clean and minimal design which reflects the values of sustaibibility. When incorporating nature into the arts, one expects a level of innovation and intelligence. Our design will feel modern and current, for these readers are looking for what is up and coming; however, it will have a timelessness and simplicity to reflect the idea of nature and minimal living.

TARGET DEMOGRAPHIC PERSONA 1: Liam Ross is a 29-year-old bachelor. Liam attended the prestigious Northwestern University in Chicago, Illinois. Liam studied architecture while in college while also studying abroad in Prague, Czech Republic. Liam is a very trendy individual. Bevause he attended college in two progressive cities, a progressive sense of sustainability in his lifestyle and work was instilled. He is constantly looking for new ways to leave a minimal carbon footprint as well as discover new developments in not just architecture, but any product for that matter. Liam owns a 1997 Honda Accord and drives it only when necessary, his main means of transportation is his 2004 Trek S400 street bike and public transportation. In his free time, Liam enjoys being outdoors as well as attending Cubs games. He takes every chance he can to run away from the indoor studio he basically lives in.

PERSONA 2: Jamie Flynn is a 52 year old married mom. She did not attend college, but went to the Paul Mitchell School for hair styling. She has lived in the midwest her whole life, and enjoys traveling in the continental United States with her family when she can. She is not on the cutting edge of style, but has a generally liberal mindset and wants to connect with her environment more. Her family recycles, and does what they can to reduce their carbon footprint. She likes using Pinterest, and is fascinated with urban and environmental designs that shows up in her feed. She drives a Honda Element to her job, just one mile away from her home.

SIMILAR PUBLICATIONS

POPULAR MECHANICS Does not really cater to creative始s and there is only a limited emphasis on sustainable design. Magazine is not designed in a way that highlights good design.

POPULAR SCIENCE Does not cater to creatives or a younger audience. Magazine is very technical and only a limited focus on sustainability.

ARCHITECTURAL DIGEST Limited focus to only to architecture. The aesthetics are catered to architects only. Limited focus on sustainability and green design. The magazine I only marketed to architects.

G R E E N S O U R C E : T H E M A G A Z I N E O F S U S TA I N A B L E D E S I G N Issues provide the latest news and information on the latest in sustainable design, with project case studies including product sources and LEED ratings, green products found in trusted green building programs, new policies established by public and private owners. Mainly focused on architecture does not have a broad focus on design. Magazine does not cater to creatives.

MAGAZINE CONTENTS

F E AT U R E S FEATURE 1: Tom Kindig (Architecture) FEATURE 2: Thomas Heatherwick (Product Design) FEATURE 3: Patrick Nadeau (Gallery) FEATURE 4: Tadao Ando (Landscape)

D E PA R T M E N T S ARCHITECTURE: Solar Energy GALLERY: Art In The Environemt PRODUCT DESIGN: Solar Energy LANDSCAPE: Urban Rennovation

COL OR

PA L E TTE

I LLU STR ATION

PALETTE

MAGAZINE’S HERO

ALEC BALDWIN Alec Baldwin represents our magazine based on his involvement in the arts, the environment, and philanthropy.

He is not only an actor, but is largely involved in a number of human and animal rights campaigns, including his involvement with rallies and environmental events. He is a creative individual who is also a huge supporter of the arts and entertainment industry. His philanthropic work and appeal to younger people creates appeal to become involved and learn more about how to connect to the environment around us.

I M A GE RY

PA L E TTE

M OOD

B OA R D

FI N AL

L OG O

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DEPARTMENT STYLE GUIDE

S O L A R

P O W E R

h o w s o l a r p o w e r e d a r c h i t e c t u r e i s n o w ta k i n g o v e r s u s ta i n a b l e d e s i g n a n d a r c h i t e c t u r e .

“Architecture is a slow technology,” says Rodrigo Rubio, architect at Barcelona’s Institute for Advanced Architecture of Catalonia.

DEPARTMENT TITLE: Futura 18pt.

A

DEPARTMENT SUBTITLE: Adobe Caslon Pro 9pt. (small caps) DEPARTMENT BODY: Adobe Caslon Pro 8pt.

DEPARTMENT FLAG: Text Inside Flag: Futura 10pt., 6pt.

Colors: Cyan, Magenta, Yellow, or Green DEPARTMENT FOLIO: Futura Heavy 6pt.

A

R C

H

I

T

E

C

D E P A R T M E N T

1

T

U

R

E

DEPART M E N T

E X A M P L E :

Guidelines: The flag should always be positioned on the left side. The color corresponds with the specific department, with a black and white photograph behind it. Department title should always be in line with the flow line.

OPENING FEATURE STYLE GUIDE

P A T

R

I

C

K

N

A

D

E

A

U

pat r i c k n a d e a u i s t h e f o u n d e r a s w e l l a s leader of the

“ v é g é ta l

d e s i g n ” w o r k s h o p at

the ecole supérieure d‘art de design in reims.

I N S T I L L A T I O N

24 FEATURE TITLE: Futura Heavy 10pt.

INTRO TEXT: Futura Medium Small Caps 8pt.

SUBHEAD: Futura Heavy 6pt.

FEATURE FOLIO: Number: Futura Bold 10pt.

A R T I S T

OPE NI NG

FE ATU R E

E X A M P LE:

Always use large black and white portrait of featured individual. The lower left corner of this photo is to be cut at an angle. The feature flag is positioned on the left page in the corresponding feature’s color.

FEATURE STYLE GUIDE This particular instillation by Patrick Nadeua is titled, “Rocaille 03’ and is made from birch plywood and terracotta. 2012, Paris.

I

W O N D E R

H O W

G E N E R A L L Y , M A T T E R , R E I N V E N T M O R E

T H E

T H E

C A N

V E G E T A B L E

H E L P

N E W

S E N S I T I V E

G A R D E N S

T H E

O R ,

A N D

L I V I N G

D E S I G N E R

C O N T E M P O R A R Y T O

M O R E

T O

S P A C E S

H U M A N S .

PAT R I C K N A D E A U

What is Vegetal Design? This is a new discipline that aims to create objects, furniture and habitat in harmony within the plant kingdom.

CAPTION: Futura Heavy 10pt.

24 QUOTE: Futura Heavy Small Caps 8pt.

BODY TEXT: Adobe Caslon Pro 8 pt.

FEATURE FOLIO: Number: Futura Bold 10pt.

FEAT URE

E X A M P L E :

Use quotes to break up large areas of body text. Imagery should be incorporated consistently with the text. Title should sit under the upper flow line of the spread.

COV E R

GRI D Top: 3p0

Baseline: 5p0 Spread Dimensions: 17” x 11” Page Dimensions: 8.5” x 11” Bleed: .25”

Gutter: 9p0

Column: 4p0

Outside: 3p0

T HU M B NAI L S

T HU M B NAI L S

T HU M B NAI L S

DIVISION OF LABOR

K E E NE

N I E MA C K

Feature Quotation Layout Department: Architecture Feature: Patrick Nadeau Advertisement: Bananna Republic Advertisement: Omega Watch

A LEX

Department: Gallery Feature: Tom Kundig Advertisement: RayBan Advertisement: New Balance

SA LLY D R U E

D AV I S

( A D)

Title Page Introduction: Sustainability Department: Product Design Feature: Tadao Ando Advertisement: Green Mountain Energy Advertisement: World Wildlife Foundation Next Issue: Artful Energy

A NDERS ON

CARMICHAEL

Contributors Page Department: Landscape Feature: Thomas Heatherwick Advertisement: SanDisc Advertisement: Dyson Advertisement: Method Soap

EVE RYONE Covers Table of Contens Folios Department & Feature Flags