Running for its 25th year, Desktop have decided to mark the occasion by relaunching their niche magazine that has delivered news and insight into the world of creative design and digital culture.
The magazine has changed in its physical form, moving from an A4 glossy format to a more square shaped, thicker magazine with a hard spine and matte cover. Managing editor Brendan McKnight said part of the decision to make the change was a response to reader’s feedback. “In terms of the design, I think people wanted more of a sexy, sophisticated design.”
McKnight noted that the magazine has undergone a few relaunches in its 25 year history and part of tweaking the magazine’s direction was to acknowledge his move on board as the new editor.
Essentially, the magazine has undergone a complete rebrand too, with a new look, a new logo, and a new feel. This was an intentional decision notes McKnight, explaining that “the magazine was a little bit lost” and part of the rebrand exercise was to move away from “the computer and techy stigma of the magazine.”
McKnight added that the magazine is trying to change the way the word ‘desktop’ is interpreted, moving away from the affiliation with desktop publishing, and transforming it into a word associated with creation or where design takes place. “The masthead looks a lot more sophisticated – the design is minimal, clean and simple and that reflects where the magazine is headed,” he said.
Readers will notice a general change in the overall layout and design of the magazine. The pages feature more white space, with attention devoted to careful placement of content, making for a more fluid reading experience. “People are looking for a very minimal structure and design and for the magazine to be quite easy to navigate,” said McKnight.
In McKnight’s editor’s letter he notes that much has changed in the magazine, both from a design and content perspective, that will allow readers to engage in the culture and ethos of designers and learning how various creative studios operate. “We want Desktop to be a platform where thoughts can be raised, opinions can be heard and a place to really get into the minds of the people behind all of this fantastic work,” he said.
Refining the direction of the magazine means there will be more attention focused on ‘the culture of design’ (also the new tagline for the publication) where this concept can be explored in more depth.
McKnight said this will be a key focus in moving forward with the magazine, by taking a more comprehensive view of the design industry, the people that work within it and where they come from, and learning from their expertise. “We want readers to be inspired by other areas [of design] that are still very relevant to their practice as well.”
A design created by Mark Gowing features on the relaunch cover of Desktop magazine which adopts a typographic and abstract approach and also incorporates a cryptic message.
With a monthly readership of 30,000 Desktop is now a bound publication, printed on uncoated stock, 100 pages (up from 84) and published 11 times a year by Melbourne based Niche Media.
The relaunched edition of Desktop magazine is on sale now.
For further details, visit: www.desktopmag.com.au
