Rootsi ajalehel Svenska Dagbladet on juba mõnda aega uus kujundus, alustati augusti lõpul. Uut kujundust valmistati ette üle aasta.

Ajalehe kujundusjuht Anna W. Thurfjell ütleb, et kujunduse muutmisel võtsid nad eesmärgiks kolm asja: nad tahtsid rohkem üksteisest eristada äripäevade ja nädalavahetuse ajalehe, nad tahtsid muuta tüpograafiat ning tahtsid moderniseerida ajalehte ja selle sisu ning struktuuri. Mida nad täpsemalt silmas pidasid, kirjutab Anna juba ise inglise keeles. Näiteks tüpograafias vahetasid nad vana Poynteri täiesti uue, ja just nende jaoks tehtud Sueca vastu (disainer Mario Feliciano, keda nõustasid ajalehekujundajad Ally Palmer ja Terry Watson). Kellele uus Svenska näppu sattub, uurige, põnevalt tehtud.

 

I have concentrated the redesign on three different areas that we wanted to improve. We wanted to make a bigger difference between the experience of the newspaper on the weekend and on weekdays. The design of the weekdays newspaper is aimed to feel more compact, fast and a guiding and the design of the weekend paper is more inspired by magazine layout with more space, more colour and visual journalism like photography and info graphics.

Next big area within the redesign has been to look threw the typography in all levels on the pages. To me that has been like the engine threw this whole project. Sure the old typeface Poynter was working for SvD but it started to feel dated. To develop a new typeface for SvD has been a fantastic journey, thrilling, learning and I think we reached far above my expectations. Mario Feliciano is the typeface designer behind the new typeface for SvD called Sueca. A customized typeface strengthens what’s unique about SvD and a more modern, contemporary look as well as a higher readability.

Sueca is a family of serif, slab, sans serif, text typeface and typeface for listing.

The idea behind Sueca is to be able to talk with the same clear voice but be able to change the tone of voice in different section. During the work with developing Sueca, SvD had help from the design consultants Palmer Watson from Edinburgh, Scotland as the second opinion.

The third area has to do with modernizing the newspaper. Take new steps, improve the structure, the articles, how to present the opinion, critics and analyzes, how to present different kinds of content. To design it I have used colour, more different grids for the layout and developed the page folios. Maybe the most obvious is that the colour system is updated with more different colours and the way we used colour in the page folios.

In all steps, of the redesign, I have safeguarded what we consider is ‘the soul of Svenska Dagbladet’, I call it the DNA. I do hope this change is perceived self evident and not like a some cosmetic change. I don’t think that we can ever lean back and relax in our business. The development of the experience of reading news in different channels is the next big challenge for us.

Sildid: Design, Redesigns, Type | Kommentaaride RSS