Within this collaboration it as my responsibility to create the branding and identity for the publication.
As the publication was to exist alongside many other queer zines, careful consideration was given to the branding of the platform, and research undertaken presented a range of different queer publications. Considering the most recent queer and lesbian publications DYKE_ON and them., there appears to be an increasing occurrence of magazine branding borrowing many of the most recent design 'trends', including simple, chunky, italicised typefaces and the use of a stroke as the primary feature of the logo.
On Our Backs was the first commercial women-run erotica magazine in the United States. It's slender typeface was synonymous with the the design from this period.
Quim was a UK independent lesbian publication published between 1989-1995. The custom
typeface creates a unique identity for the magazine and combines the hand-made nature of
zine design with a commercial branding strategy.
typeface creates a unique identity for the magazine and combines the hand-made nature of
zine design with a commercial branding strategy.
DIVA was the first commercial lesbian publication to be stocked in WHSmiths in the UK.
The plain typeface was used as a tactic to allow the publication to seamlessly blend in
with other teen and women's mags.
The plain typeface was used as a tactic to allow the publication to seamlessly blend in
with other teen and women's mags.
DYKE_ON is the first commercial magazine dedicated to lesbian fashion. The stroke type and
vertical orientation of the logo are reminiscent of lo-tech zine design, but also plays off recent
design trends and also appears fresh and current.
vertical orientation of the logo are reminiscent of lo-tech zine design, but also plays off recent
design trends and also appears fresh and current.
them. is the most recent platform to emerge from Condé Nast in the United States. The chunky italicised type is a current trend in logo design and is heavily used across digital platforms to
attract engagement from young audiences.
Primary Designs
A name for the publications was found in one of the images that was collected during the research phase. About Honey was chosen because of the imagined qualities that it portrayed - a sticky sweetness that is inherent in all of the images, and in the nostalgia for a different time that is unearthed throughout the project.
Drawing inspiration from these past brands, experimentation produced a range of logos that incorporated retro typefaces reminiscent of the 1960's and 1970's as a recognition of the history of queer publications.
Drawing inspiration from these past brands, experimentation produced a range of logos that incorporated retro typefaces reminiscent of the 1960's and 1970's as a recognition of the history of queer publications.
Secondary Designs
This experimentation led to a selection of logos created with a modern typeface. The block type is still reminiscent of a the 1960's but the italicisation and the additional outlines and shadows in stroke add a modern element that creates a bridge between the zine era and the present day. Wavy and cropped type was also trialled as a way to replicate the accidental mistakes that are often present when a zine is produced on a photocopier.
A critique with peers from the queer community indicated a positive reaction to the retro logos, but also revealed that younger queer individuals would be less likely to engage in a publication that felt too old for their generation. It was found that a logo with more modern considerations attracted a larger number of people, and the logo in stroke with a solid drop shadow was found to have the most appeal. Most stated that the logo felt fresher compared to a lot of branding that they had come across before, and most also said that if they had seen the logo on a magazine or on an instagram page they would be inclined to engage with the content.
Final Logo
