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RE-LAUNCH OF STYLE (article first published : 2000-06-19)

Hitting the news stands this month with its new look is Style magazine.

"In its 20 year history, Style magazine has gone through a couple of re-designs; in each case the looks have defined the brand and established it as one of the best known and most well-loved magazines in the country,” says editor Clare O’Donoghue. “Over the last few years, however, it was felt that Style had lost its edge. In the face of new (and sophisticated international) magazines coming on to the market, the magazine began to look a little tired and stuffy.

What was needed was a new crisp, current and contemporary look and in conjunction with consulting art director Anton Sassenburg, a dummy for the new look was designed on the lines of the latest international trends. To underline the stylish-ness of its title, the magazine’s masthead was redesigned in a more bold and modern typeface.

It's always difficult to reslaunch an already established brand, but we were prepared to take the risk Clare“he use. While we were aware that we had to be careful not to change the magazine so dramatically that loyal readers wouldn't recognise their favourite magazine, we also knew that Style had to communicate to an entirely new market. The directive was to infuse it with a new energy, a new spirit. We wanted to make it younger, vibier, funkier; to fuel-inject it so that it the magazine acknowledged to set the tone and define trends as no other South African magazine can - and cosmetic changes were called for in order to do this. I believe that magazines owe it to their readers to reinvent themselves on a regular basis, perhaps every three to six months. These don't have to involve stark, scary changes - subtlety is important - and can be done effectively through tof colour and type face.”

The June issue contains 160 pages of clear, well-laid out design with top quality colour reproduction. The articles range from Rupert Everett and Madonna’s relationship and Adam Levin’s Search for the Stars of the 70’s to a discussion on South Africa’s most stylish men and women and an item that reads the mind of hotel magnate Sol Kerzner. Priced at R10,95, Style is set to make a firm comeback into the magazine field.




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