By designing a clean, understated cover system – with a highly flexible masthead – Yang Rutherford gave this title a sense of style it previously lacked. The dynamic cropped S form and discrete ‘STYLE’ may be placed in any position on the cover giving the art director maximum freedom in creating arresting designs. These cover designs are not normally possible because a fixed masthead always limits the choice of image. Without traditional cover-lines, Style’s minimalist cover distinguishes itself from others on the busy shelf: it’s poster-like appearance says ‘style shouldn’t have to explain itself’.
Commissioned by publisher South China Morning Post, we also completely re-designed the inside pages, supplying a comprehensive layout grid and design manual for the magazine’s art director.