UCLA Magazine:
Keeping the cover fresh

UCLA Magazine uses lively and sophisticated design to signal that it's not your typical institutional magazine. The differences start with the dramatic cover photos. Notice too how the art director strikes a balance between variety and consistency in using the UCLA logo.

First, consistency: the logo is always the same size, always rotated vertically, and "balanced" assymmetrically by headlines introducing the issue's feature stories.

Second, variety: the logo is black or white, depending on the background. The logo also moves - up or down relative to the headline type, and side to side relative to the cover photo.

Vertical use of the logo is the exception, not the rule. It's tricky to be sure the logo will "read" properly when it's vertical. One of the reasons these examples work is scale: the logo is very large, and there's plenty of neutral space surrounding it.

Thanks to art director Charlie Hess of University Communications, Marketing and Communication Services.

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