Vale! Magazine Standards Manual by emily austin

DESIGN BRIEF // spring 2011 publication & editorial design Patrick Dooley

PUBLICATION NAME Vale!

WHY “VALE!”? Because “VALE” is a slang term in Europe, it particularly speaks to the youthful street culture that our magazine seeks to capture.

TRIM SIZE A4, Blurb

CONCEPT We are creating a travel magazine directed towards young adults right out of college, who are looking for ADVE NTU R E ON A B U DG ET in countries other than the United States. U R BA N STR E ET-LI F E and traditional attributes of the country will guide the viewer through day and night events. This travel magazine differs from other publications because it is directed toward an untapped demographic and is designed in relation to their respective interests. The content will be written with a H I NT OF SARC A SM A N D CH E E K I N E SS, but the written materials and imagery will still be E DUC ATIONAL A N D FU NCTIONAL.

DESIGN TEAM Kelsey Allen Art Director Emily Austin Audrie Lathrop Rebekah Lewis Erin Zingré

NOTABLE WORDS // defined EXPLORATION

a. An act or instance of exploring or investigating; examination. The investigation of unknown regions. CULTURE a. The quality in a person or society that arises from a concern for what is regarded as excellent in arts, letters, manners, scholarly pursuits, etc. That which is excellent in the arts, manners, etc. A particular form or stage of civilization, as that of a certain nation or period. Development or improvement of the mind by education or training. The beliefs characteristic of a particular social, ethnic, or age group. CURIOUS a. Eager to learn or know; inquisitive. Prying; meddlesome. Arousing or exciting speculation, interest, or attention through being inexplicable or highly unusual; odd; strange. (Archaic) Made or prepared skillfully; done with painstaking accuracy or attention to detail; careful; fastidious; marked by intricacy or subtlety. LOST a. No longer possessed or retained; no longer to be found; having gone astray or missed the way; bewildered; not used to good purpose, as opportunities, time, or labor; wasted; being something that someone has failed to win. Confused; perplexed; forfeited; INTREPID a. Resolutely fearless; dauntless; an intrepid explorer. VULNERABLE a. Capable of or susceptible to being wounded or hurt, as by a weapon; open to moral attack, criticism, temptation, etc.; (of a place) open to assault; difficult to defend. SEARCHING a. Examining carefully or thoroughly; acutely observant or penetrating; piercing or sharp. DESTITUTE a. Without means of subsistence; lacking food, clothing, and shelter. Deprived; devoid. OPTIMISTIC a. Disposed to take a favorable view of events or conditions and to expect the most favorable outcome; reflecting optimism; of or pertaining to optimism. Believing positively; assured; bright; buoyant; cheerful; confident; sanguine.

TO SUGGEST U R BA N B RAVE R E B E LLIOUS VU LN E RAB LE I N S IG HTFU L TH R I F TY WA N DE RLUST SPI R ITE D FREE ALIVE ADVE NTU ROUS YOU NG HOPE FU L U NR E F I N E D CU LTU RAL CHAOS

TARGET DEMOGRAPHIC male or female adults. fresh college graduates. educated, but unemployed. eager to explore the world and gain a more profound personal perspective. perhaps single, and have no attachments restraining their thirst for adventure. QUALITI E S OF TH E I N DIVI DUAL I NCLU DE: B U DG ET CON SCIOUS, OPE N-M I N DE D, R E L A X E D, ADVE NTU ROUS, BOLD, AG E D 21â&#x20AC;&#x201C;26, ARTISTIC, A N D SPONTA N EOUS.

TARGET AUDIENCE // male JACK is 24 years of age and is an alum of University of Boston who majored in Philosophy. He is from Pendleton, Oregon and his parents are originally from France. They moved before Jack was born, and he has always had the urge to return to his parents’ homeland. Fluent in French he recently read L’Etranger by Camus, which inspired him to continue research in French Philosophy. He has never been employed and retains money from his parents for college and spending. His favorite band is Peaches; he shops at Top Shop; and he purchases groceries from Dean and Deluca. Recently his parent’s cut him off financially, so Jack is searching for a new life outside of the States on a tight budget.

TARGET AUDIENCE // female SOPH I E is 22 years of age and majored in Political Science at the University of Kansas. She wants to travel the world and feels that right after graduation is the best time of her life. She is originally from Tulsa, Oklahoma and has two older brothers who gave her a strong-willed, adventurous spirit— despite growing up in a suburban home. She enjoys adventure but prefers not to get her hands dirty. Her college study abroad experience in Europe triggered a passion for overseas culture. After college she will return to international cities with the notion of staying a while or possibly moving. She is employed at Henry’s as a barista. She shops at Urban Outfitters, Target, and purchases her food from the Merc. She has no plans for the coming year and is looking for adventure and a new start.

AUDIENCE RESPONSE TO DESIGN The audience is mostly likely to respond to something cheap and design that is sophisticated, and treated as an adult. Design that is refrained and quiet; not overwhelmed, allowing the reader to search further within the design itself. We will create a design that has strong layouts and sense of structure; we will construct spaces that are easy-to read, flow easily, and include white space as an element窶馬ot simply as negative space. The copy will be somewhat humorous but have serious content. We will include a helpful guide for making it on your own in another country. Our audience is intelligent, and the copy will be written for a well-educated college graduate, who has no interest in settling down with a full time job. The design elements will be geared around maps and strong photography. The layouts will be more artsy than informational, giving the reader a taste of the new locale and leaving him or her with an interest to learn more about the foreign place. No illustration; our concept maintains a flow that is clean, classy, and professional.

HEROES// sacajuh-GAGA + anderson cooper a. Our first hero is part Sacagawea and part Lady Gaga. We chose Sacagawea because she is adventurous and free-spirited. She is the classic, icon for adventure in America. Lady Gaga is modern, energetic, fun, creative, and accessible. Through an unwavering performative construction of self, she has crafted her identity to become an icon in American pop culture. Sacajuh-GAGA effectively distills a respect for tradition and nostalgia through contemporary, cheeky sensibilities. a. “Did you see that baby that he saved from a freaking bomb?”—EmilyAustin. b. Anderson Cooper is well travelled and intelligent. As our hero, he informs the sophisticated, cultured elements within our magazine. His sense of adventure is driven by a thirst for expansive knowledge and education.

AREAS OF INTEREST FA SH ION// UrbanOutfitters–we enjoy their use of geometric space and natural forms to build their brand; they use one pop color or multiple muted colors. F I LM// 60’s art films– black and white image rythatuses value and shade as a prominent design feature. STYLE// Wes Anderson – a director who uses muted tones and quirky styles; he employs typography over film, and overlays fonts on photography. WE BS ITE S+B LOGS// Things organized neatly and laid out with a certain classy feel. MAGAZ I N E S// Real Simple Magazine – sleek, one color, pop and structure.

VALE! // descriptive words ACCE SS I B LE SOPH ISTIC ATION PU NCH DRU N K TH R I F TY ADVE NTU R E U R BA N CHAOS R E F I N E D WA N DE RLUST R E B E LLIOUS VU LN E RAB I LITY C AR E F R E E CU R IOUS ITY CU LTU RAL F R E E DOM

TABLE OF CONTENTS departments FOOD AND NIGHTLIFE

Questionable Cuisine Boozing Abroad Stuff Your Face Tactfully TRAVEL TIPS

SMS Around The World FASHION

Packing Light HOUSING

Hostels We Like features ICELAND / icelandic cuisine SWEDEN / style by kling MOROCCO / the kingdom of morocco THE NETHERLANDS / aâ&#x20AC;&#x2122;dam street markets SPAIN / a life abroad

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MAY 2012 | Vale! Magazine, Issue 01 ICELAND / NETHERLANDS / SWEDEN / MOROCCO / SPAIN

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MAY 2012 | Vale! Magazine, Issue 01 MAY 2012 | Vale! Magazine, Issue 01

PRONOUNCED: Bah-lay a Spanish term with such meanings as “Cool!” “Okay!” and “Yeah!” It is a ubiquitous phrase in Spain, France, and Italy. Because it is a slang term, Vale! particularly speaks to the youthful, urban culture that our magazine seeks to target.

ICELAND / NETHERLANDS / SWEDEN / MOROCCO / SPAIN

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BRÄNNVIN

BOOZING ABROAD

Sweden | Akvavit + Vodka most have around 40% alcohol

AUDRIE DEPT

RESPONSIBLE SUBSTANCE ABUSE AROUND THE WORLD.

The most important of stronger beverages in the Swedish cuisine is Brännvin which is a general term that includes mainly two kinds of beverages: The Akvavit, also called Aqua vitae, and the Vodka. When consumed traditionally it is often served as a Snaps, but Vodka is also popularly consumed as a drink ingredient. Renat is often considered to be the national vodka of Sweden, but other highly popular brands are Explorer Vodka and Absolut Vodka, the latter being one of the world’s best known liquor brands. Most forms of Swedish Brännvin have around 40% ALCOHOL.

Traveling isn’t all planning and business. You’re young. You’re free. If you want an authentic experience, some of these beverages may help you feel like a true local.

JENEVER

BRENNIVÍN

MINT TEA

SANGRIA

Holland | Essentially Dutch Gin

Iceland | Schnapps

Morocco | non-alcoholic

Spain | Brandy + chopped fruit

warming + calming properties

often called black death

offered in sign of friendship

the brandy is easily substituted

Brennivín is a brand of schnapps that is considered to be Iceland’s signature liquor. It is made from fermented potato mash and is flavoured with caraway seeds. It is sometimes called svarti dauði (“Black Death”).At times it is drunk as a “chaser” after sampling hákarl, which consists of putrefied shark flesh, to mask the fish’s taste. The word BREN-

Alcohol is not readily available in Morocco in accordance with Islamic tradition, however Tea occupies a very important place in Moroccan culture and is considered an art form. It is served all through the day, and it is especially a drink of hospitality, commonly served whenever there are guests, and it is impolite to refuse it.

Sangria is a wine punch typical of Argentina, Spain and Portugal. It normally consists of wine, chopped fruit, a sweetener, and a small amount of added brandy. In the case of fruits, they are chopped or sliced such as orange, lemon, lime, apple, peach, melon, berries, pineapple, grape and mango. A sweetener such as honey, sugar, simple syrup, orange juice is added.

NIVÍN LITERALLY TRANSLATES INTO ENGLISH AS ‘BURNING WINE.’

Schiedam and Amsterdam in the Netherlands are known for jenever and are occasionally called “jenever cities” (jeneversteden). The House of Bols attraction in Amsterdam walks through the history of the Bols brand and lets you make your own cocktail. Jenever Has been credited with inspiring the term “DUTCH COURAGE” for its warming and calming properties before a battle.

TRAVEL TIDBIT Don’t let things get out of hand. If you do plan to drink or “party” while abroad, we suggest doing it sensibly and in the company of friends that you trust.

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bloemenmarkt singel canal flower market M T W TH F S S OPEN CLOSED

9.30 – 5.00

Amsterdam’s famed Bloemenmarkt, or Flower Market, is known for being the world’s only floating flower market. The market itself consists of fiftteen booths stacked high with countless variations of flower bulbs, seeds, and grown flowers ready for planting. Many of these floursists and general gardening shops also carry a wide range of souvenir items for purchase. As a whole, the Bloemenmarkt is one of the main suppliers of flowers to the surrounding areas in Amsterdam.

THE FLOWER MARKET began in 1862, and is nestled between both historic and modern structures within the city. The area attracts a large number of tourists, as well as locals. Touring through the one-block floating shopping range won’t take a large chunk of time, and is a great place to consider when looking for a quick form of both entertaining and historic entertainment. When you’ve had your floral fix, the surrounding cheese shops and coffe houses are ideal for taking it easy and collecting your thoughts, OR you can put on your big girl pants and explore a piece of historic Amsterdam.

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ON SINGEL BETWEEN MUNTPLEIN + KONINGSPLEIN IN THE SOUTHERN CANAL BELT

FINAL SPREAD THUMBNAILS

DIVISION OF LABOR KE LS EY ALLE N,

ART DI R ECTO R

Depar tment: Questionable Cuisine Feature: Iceland Starbucks Ad Fruit Snacks Ad Coming Next Month

E M I LY AUSTI N Depar tment: Packing Light Feature: Sweden Herschel Ad The Napsack Ad Logo Development

AU DR I E L ATH ROP Depar tment: Boozing Abroad Feature: Amsterdam Zipbuds Ad Kindle Ad Table of Contents Cover Standards Manual

R E B E K AH LEWIS Depar tment: Hostels We Like Feature: Morocco IS IC Ad RYA NAI R Ad Logo Development Subscription

E R I N Z I NG RĂ&#x2030; Depar tment: Stuff Your Face Tactfully Depar tment: SMS Around The World Feature: Spain H&M Ad iPhone Ad Logo Development Final Document Construction