A look away

A Look Away

Niche/Market:

A Look Away is a fine arts and design magazine from Pretoria and SAarts Artist. It showcases up and coming artists of all types and from all spheres of influence and in the last year and a half has become a great vehicle for contemporary culture.It aims to bridge the gap between the art world and its eager public by providing important information and discussions on the state of South African art and culture.Having started in 2005 it has grown to be a great success, promoting the arts and reaching a wide audience.

Genre:

The magazine strives to cover all South African art-forms and accepts contributions from all over the country. Artists are invited to make use of this platform to generate interest and increase exposure for their work.As it is a submissions-based magazine, every issue is fresh and unique.

Style:

The articles range from very accessible features on highly acclaimed and established artists, to more academic articles by younger artists, architects and designers. They feature interviews with musicians, young actors and directors, and review arts festivals and exhibitions (anything really, as long as it is cultural and South African). 



All in all A Look Away is an enjoyable read for anyone who is involved in the art scene or even for people who are only remotely interested in South African arts and culture, having made itself indispensible to the South African arts world and has contributed to the industry in a unique and refreshing way.

Content:

A Look Away magazine is a brilliantly coloured magazine with vivid images and thought provoking poetry. The magazine is compiled with works contributed by fine artists, photographers, illustrators, writers, poets, musicians and architects.
This magazine is compiled according to the work they contribute from upcoming or already established artists thus the typography and layout is ever changing, to match each artists style, one word say form-the artists work, and style- follows function, but throughout the magazine a sans serif font is used I think it could be in the Helvetica family.

ITS principles and styles

Some may not agree but thou they used very little colour, it is still found in the works of some of the predecessors of the ITS style, but the colours were always dull, not to bright and we see this in the image above. This image is ITS because a sans serif is used and because it is free of propaganda, one clearly knows what it is that this logo is about, simple but yet effective, the font used is narrow and condensed, evoking a seriousness in it.

Similar to other logos of the ITS style this one is quite simple but yet very effective, Its center aligned with the ‘o’  that forms the clock part of it being slightly bigger , a thick sans serif has been used and its free from propaganda but yet unlike other logos found in the ITS style it is quite playful, the type may have been altered to add meaning to the word but it was not altered to the point of no recognition, leaves a smile in the mind, another logo thats simple but effective.

the ITS people know how to get a message across with the simplest solutions, whether it may be small alterations to the typography but in the end the logo doesn't end up having a double standard  or it may not be confused for something else. We clearly see in the image above that this logo is simple but yet, I think, effective. Some may argue that the type is altered to much, to the point of no recognition –like they did for the logo for the International Paper Company- but i beg to differ the word itself compliments the alteration and thus one can tell what the full word may be, we can still tell it’s a ‘c’ because of the letter spacing and because a thick sans serif was used, the objective for the ITS was legibility and clarity, this logo has achieved that.

I love this logo; I think it’s very cool and It definitely made me smile. Like i said before the simplest solutions are the most effective. A  sans serif was used combined with a bracket which forms the smile but yet acting as an ‘L’, free from any sort of propaganda. The message is clear, all it looks at doing is making you smileJ