publication & editorial design

Patrick Dooley

DESIGN BRIEF // spring 2011

PUBLICATION NAMEVale!

WHY “VALE!”?Because “VALE” is a slang term in Europe, it particu-

larly speaks to the youthful street culture that our

magazine seeks to capture.

TRIM SIZEA4, Blurb

CONCEPTWe are creating a travel magazine directed towards

young adults right out of college, who are looking

for ADVENTU R E ON A BU DGET in countries other

than the United States. U RBAN STR E ET-LI F E and

traditional attributes of the country will guide the

viewer through day and night events. This travel

magazine differs from other publications because

it is directed toward an untapped demographic and

is designed in relation to their respective interests.

The content will be written with a H I NT OF SAR-

CASM AN D CH E EKI N E SS , but the written mate-

rials and imagery will still be EDUCATIONAL AN D

FU NCTIONAL .

DESIGN TEAMKelsey Allen Art Director

Emily Austin

Audrie Lathrop

Rebekah Lewis

Erin Zingré

NOTABLE WORDS // defined

EXPLORATION a. An act or instance of exploring or inves-

tigating; examination. The investigation of unknown regions. CULTURE a. The quality in a person or society that arises from

a concern for what is regarded as excellent in arts, letters, manners,

scholarly pursuits, etc. That which is excellent in the arts, man-

ners, etc. A particular form or stage of civilization, as that of a cer-

tain nation or period. Development or improvement of the mind

by education or training. The beliefs characteristic of a particular

social, ethnic, or age group. CURIOUS a. Eager to learn or

know; inquisitive. Prying; meddlesome. Arousing or exciting specu-

lation, interest, or attention through being inexplicable or highly

unusual; odd; strange. (Archaic) Made or prepared skillfully; done

with painstaking accuracy or attention to detail; careful; fastidious;

marked by intricacy or subtlety. LOST a. No longer possessed or

retained; no longer to be found; having gone astray or missed the

way; bewildered; not used to good purpose, as opportunities, time,

or labor; wasted; being something that someone has failed to win.

Confused; perplexed; forfeited; INTREPID a. Resolutely fear-

less; dauntless; an intrepid explorer. VULNERABLE a. Capable

of or susceptible to being wounded or hurt, as by a weapon; open

to moral attack, criticism, temptation, etc.; (of a place) open to as-

sault; difficult to defend. SEARCHING a. Examining carefully

or thoroughly; acutely observant or penetrating; piercing or sharp.

DESTITUTE a. Without means of subsistence; lacking food,

clothing, and shelter. Deprived; devoid. OPTIMISTIC a. Dis-

posed to take a favorable view of events or conditions and to expect

the most favorable outcome; reflecting optimism; of or pertaining

to optimism. Believing positively; assured; bright; buoyant; cheerful;

confident; sanguine.

TO SUGGEST

U RBAN

BRAVE

R E BE LLIOUS

VU LN E RABLE

I NSIG HTFU L

TH RI FTY

WAN DE RLUST

SPI RITED

F R E E

ALIVE

ADVENTU ROUS

YOU NG

HOPEFU L

U NR EFI N ED

CU LTU RAL

CHAOS

TARGET DEMOGRAPHIC

male or female adults.

fresh college graduates.

educated, but unemployed.

eager to explore the world and gain a more profound

personal perspective.

perhaps single, and have no attachments restraining

their thirst for adventure.

QUALITI E S OF TH E I N DIVI DUAL I NCLU DE:

BU DGET CONSCIOUS, OPEN-M I N DED,

R E LA XED, ADVENTU ROUS, BOLD, AGED

21–26, ARTISTIC, AN D SPONTAN EOUS.

TARGET AUDIENCE // male

JACK is 24 years of age and is an alum of University

of Boston who majored in Philosophy. He is from

Pendleton, Oregon and his parents are originally

from France. They moved before Jack was born,

and he has always had the urge to return to his par-

ents’ homeland. Fluent in French he recently read

L’Etranger by Camus, which inspired him to con-

tinue research in French Philosophy. He has never

been employed and retains money from his parents

for college and spending. His favorite band is Peach-

es; he shops at Top Shop; and he purchases grocer-

ies from Dean and Deluca. Recently his parent’s cut

him off financially, so Jack is searching for a new life

outside of the States on a tight budget.

TARGET AUDIENCE // female

SOPH I E is 22 years of age and majored in Politi-

cal Science at the University of Kansas. She wants

to travel the world and feels that right after gradu-

ation is the best time of her life. She is originally

from Tulsa, Oklahoma and has two older brothers

who gave her a strong-willed, adventurous spirit—

despite growing up in a suburban home. She en-

joys adventure but prefers not to get her

hands dirty.

Her college study abroad experience in Europe

triggered a passion for overseas culture. After col-

lege she will return to international cities with the

notion of staying a while or possibly moving. She

is employed at Henry’s as a barista. She shops at

Urban Outfitters, Target, and purchases her food

from the Merc. She has no plans for the coming

year and is looking for adventure and a new start.

AUDIENCE RESPONSE TO DESIGN

The audience is mostly likely to respond to some-

thing cheap and design that is sophisticated, and

treated as an adult. Design that is refrained and qui-

et; not overwhelmed, allowing the reader to search

further within the design itself. We will create a de-

sign that has strong layouts and sense of structure;

we will construct spaces that are easy-to read, flow

easily, and include white space as an element—not

simply as negative space. The copy will be somewhat

humorous but have serious content. We will include

a helpful guide for making it on your own in another

country. Our audience is intelligent, and the copy

will be written for a well-educated college gradu-

ate, who has no interest in settling down with a full

time job. The design elements will be geared around

maps and strong photography. The layouts will be

more artsy than informational, giving the reader a

taste of the new locale and leaving him or her with

an interest to learn more about the foreign place.

No illustration; our concept maintains a flow that is

clean, classy, and professional.

HEROES//

sacajuh-GAGA + anderson cooper

a. Our first hero is part Sacagawea and part Lady

Gaga. We chose Sacagawea because she is adven-

turous and free-spirited. She is the classic, icon for

adventure in America. Lady Gaga is modern, ener-

getic, fun, creative, and accessible. Through an un-

wavering performative construction of self, she has

crafted her identity to become an icon in American

pop culture. Sacajuh-GAGA effectively distills a re-

spect for tradition and nostalgia through contempo-

rary, cheeky sensibilities.

a. “Did you see that baby that he saved from a freaking

bomb?”—EmilyAustin.

b. Anderson Cooper is well travelled and intelligent.

As our hero, he informs the sophisticated, cultured

elements within our magazine. His sense of adven-

ture is driven by a thirst for expansive knowledge

and education.

AREAS OF INTEREST

FASH ION// UrbanOutfitters–we enjoy their use

of geometric space and natural forms to build their

brand; they use one pop color or multiple

muted colors.

F I LM// 60’s art films– black and white image rytha-

tuses value and shade as a prominent design feature.

STYLE// Wes Anderson – a director who uses mut-

ed tones and quirky styles; he employs typography

over film, and overlays fonts on photography.

WE BSITE S+BLOGS// Things organized neatly

and laid out with a certain classy feel.

MAGAZI N E S// Real Simple Magazine – sleek, one

color, pop and structure.

VALE! // descriptive words

ACCE SSI BLE SOPH ISTICATION

PU NCH DRU N K

TH RI FTY ADVENTU R E

U RBAN CHAOS

R EFI N ED WAN DE RLUST

R E BE LLIOUS VU LN E RAB I LITY

CAR EF R E E CU RIOUSITY

CU LTU RAL F R E EDOM

TABLE OF CONTENTS

departments

FOOD AND NIGHTLIFE

Questionable CuisineBoozing Abroad

Stuff Your Face Tactfully

TRAVEL TIPS

SMS Around The World

FASHION

Packing Light

HOUSING

Hostels We Like

features

ICELAND / icelandic cuisine

SWEDEN / style by kling

MOROCCO / the kingdom of morocco

THE NETHERLANDS / a’dam street markets

SPAIN / a life abroad

C= 22

M= 94

Y= 100

K= 16

C= 33

M= 03

Y= 16

K= 0

PANTON E

271 M

C= 0

M= 43

Y= 100

K= 0

R= 190

G= 141

B= 71

PALETTE //color

C= 22

M=16

Y=91

K=23

BLACKWH ITE

PAPE R

PALETTE // image

FINAL LOGO// without banner

FINAL LOGO// banner included

MAY 2012 | Vale! Magazine, Issue 01

ICELAND / NETHERLANDS / SWEDEN / MOROCCO / SPAIN

FINAL COVER// at 55%

MAY 2012 | Vale! Magazine, Issue 01

ICELAND / NETHERLANDS / SWEDEN / MOROCCO / SPAIN

MAY 2012 | Vale! M

agazine, Issue 01IC

ELAN

D / N

ETHERLA

ND

S / SWED

EN / M

ORO

CC

O / SPA

IN

PRONOUNCED: Bah-lay

a Spanish term with such meanings as “Cool!”

“Okay!” and “Yeah!” It is a ubiquitous phrase in

Spain, France, and Italy. Because it is a slang term,

Vale! particularly speaks to the youthful, urban

culture that our magazine seeks to target.

GRID + 2 PAGE SPREAD// at 55%

top 3p0 inside gutter 6p0

baseline 3p0 column gutter 1p0

outside 3p0

PAGE DIMENSIONS 8.2677” width 11.6929” height (A4) SPR EAD DIMENSIONS16.5354” width 11.6929” height

STYLE GUIDE// depar tment

FLAG

DE PARTMENT FOLIO

TITLE

SUBTITLE

I NTRO/DE SCRI PTION

CALLOUT

WALBAUM BOOK 34/44

Bembo Regular 9/13Tia nescipiendus aut aut molest fuga. Itaquatet lit alibus as sunt dolum ipit estestrum rae omnimust ium int et quist ut apid ut ut quassim agnient.Ximporerrum quamus enimusda volent ut adis que natiam, int utatur, offici

UNIVERSE 65 BOLD 10/15

BODY TE XT

Universe 55 Roman 10/22 + color bars

Rias sunt lanisci aspicip santotatur, ad quas eos alitia

esequaspe nonsed mil ipid quam volentus renimpore

UNIVERS 65 BOLD 10/15UNIVERS 55 ROMAN 7/13

IPIT EXERO QUISSEQUI TEM APE-

LIQUOD ENDIPSA CONSEQUATUR

SIT LAUTEMP ERNAME QUUNTI

ASPERESSITEM VOLESTIST MAG-

NIENIA DEREPERUM ACIUM FU-

GIAM QUAE SINT, E T DIA INC TATI

AECAES SOLUPTIS EA VOLUPTAT

DEPT SECTION | Title of Your Article

18

AUDRIE DEPT

AUDRIEDEPT

BOOZING ABROAD

Traveling isn’t all planning and business. You’re young.

You’re free. If you want an authentic experience, some of

these beverages may help you feel like a true local.

RESPONSIBLE SUBSTANCE ABUSE AROUND THE WORLD.

JENEVERHolland | Essentially Dutch Gin

warming + calming properties

Schiedam and Amsterdam in the Netherlands are known

for jenever and are occasionally called “jenever cities” (jen-

eversteden). The House of Bols attraction in Amsterdam

walks through the history of the Bols brand and lets you

make your own cocktail. Jenever Has been credited with

inspiring the term “DUTCH COURAGE” for its

warming and calming properties before a battle.

MINT TEAMorocco | non-alcoholic

offered in sign of friendship

Alcohol is not readily available in Morocco in accordance

with Islamic tradition, however Tea occupies a very

important place in Moroccan culture and is considered an

art form. It is served all through the day, and it is especially

a drink of hospitality, commonly served whenever there are

guests, and it is impolite to refuse it.

BRÄNNVINSweden | Akvavit + Vodka

most have around 40% alcohol

The most important of stronger beverages in the Swedish cuisine is

Brännvin which is a general term that includes mainly two kinds of

beverages: The Akvavit, also called Aqua vitae, and the Vodka. When

consumed traditionally it is often served as a Snaps, but Vodka is also

popularly consumed as a drink ingredient. Renat is often considered to

be the national vodka of Sweden, but other highly popular brands are

Explorer Vodka and Absolut Vodka, the latter being one of the world’s

best known liquor brands. Most forms of Swedish Brännvin have around

40% ALCOHOL.

BRENNIVÍNIceland | Schnapps

often called black death

Brennivín is a brand of schnapps that is considered to be

Iceland’s signature liquor. It is made from fermented potato

mash and is flavoured with caraway seeds. It is sometimes

called svarti dauði (“Black Death”).At times it is drunk as a

“chaser” after sampling hákarl, which consists of putrefied

shark flesh, to mask the fish’s taste. The word BREN-NIVÍN LITERALLY TRANSLATES INTO ENGLISH AS ‘BURNING WINE.’

SANGRIASpain | Brandy + chopped fruit

the brandy is easily substituted

Sangria is a wine punch typical of Argentina, Spain and

Portugal. It normally consists of wine, chopped fruit, a

sweetener, and a small amount of added brandy. In the

case of fruits, they are chopped or sliced such as orange,

lemon, lime, apple, peach, melon, berries, pineapple, grape

and mango. A sweetener such as honey, sugar, simple syrup,

orange juice is added.

TRAVEL TIDBITDon’t let things get out of hand. If

you do plan to drink or “party” while

abroad, we suggest doing it sensibly

and in the company of friends that

you trust.

19

DEPT SECTION | Title of Your Article

19

STYLE GUIDE// depar tment, at 55%

STYLE GUIDE// feature

TITLE

CALLOUTBODY TE XT

BRUSHED OVERSIZED

TEXT I N COMB I NATION WITH LOGO MARK

Bembo Regular 9/13Tia nescipiendus aut aut molest fuga. Itaquatet lit alibus as sunt dolum ipit estestrum rae omnimust ium int et quist ut apid ut ut quassim agnient.Ximporerrum quamus enimusda volent ut adis que natiam, int utatur, offici

MUST USE A CLEARLY DEFI N ED COMB I NATION OF WALBAUM ITALIC &/OR Bembo TO DEFI N E H EADE R/TITLE/BODY/SI DE BAR/ETC.

PALETTE SPECI F IC TO F EATU R E:

UNIVERS 65 BOLD 10/15UNIVERS 55 ROMAN 7/13

IN COLOR OF SPECIFIC FEATURE

IPIT EXERO QUISSEQUI TEM APE-

LIQUOD ENDIPSA CONSEQUATUR

SIT LAUTEMP ERNAME QUUNTI

ASPERESSITEM VOLESTIST MAG-

NIENIA DEREPERUM ACIUM FU-

GIAM QUAE SINT, E T DIA INC TATI

STYLE GUIDE// feature, at 55%

bloemenmarktsingel canalflower market

M T W TH F S SOPEN CLOSED

9.30 – 5.00

ON SINGEL BETWEEN MUNTPLEIN + KONINGSPLEIN

IN THE SOUTHERN CANAL BELT

Amsterdam’s famed Bloemenmarkt, or Flower Market, is known for be-

ing the world’s only floating flower market. The market itself consists of

fiftteen booths stacked high with countless variations of flower bulbs, seeds, and grown flowers ready for planting. Many of these floursists and general gardening shops also carry a wide range of souvenir items for purchase. As a whole, the Bloemenmarkt is one of the main suppliers of flowers to the surrounding areas in Amsterdam.

THE FLOWER MARKET began in 1862, and is nestled between both historic and modern structures within the city. The area attracts a large number of tourists, as well as locals. Touring through the one-block floating shopping range won’t take a large chunk of time, and is a great place to consider when looking for a quick form of both entertaining and historic entertainment. When you’ve had your floral fix, the surrounding cheese shops and coffe houses are ideal for taking it easy and collecting your thoughts, OR you can put on your big girl pants and explore a piece of historic Amsterdam.

TRAVEL T IDBITFLOWERS, PLANTS + SEEDS

NEED TO HAVE A STAMP

ON THE PACKE T THAT INDI-

CATES IT HAS BEEN CLEARED

THROUGH CUSTOMS; THIS

WILL ALLOW YOU TO CROSS

COUNTRY BORDERS WITH

YOUR FLOWER PACKE T SAFELY.

FINAL SPREAD THUMBNAILS

FINAL SPREAD THUMBNAILS

FINAL SPREAD THUMBNAILS

FINAL SPREAD THUMBNAILS

FINAL SPREAD THUMBNAILS

FINAL SPREAD THUMBNAILS

DIVISION OF LABOR

KE LSEY ALLEN, ART DI R ECTOR

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E RI N Z I NGRÉDepar tment: Stuff Your Face Tactful lyDepar tment: SMS Around The WorldFeature: SpainH&M AdiPhone AdLogo DevelopmentFinal Document Construction

AU DRI E LATH ROPDepar tment: Boozing AbroadFeature: AmsterdamZipbuds AdKindle AdTable of ContentsCoverStandards ManualE M I LY AUSTI N

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