Playful yet serious
Schweizer Illustrierte entered Wolf Dammann's beauty salon and retained its magazine structure
Schweizer Illustrierte came to Wolf Dammann's beauty salon and retained its magazine structureBy Markus KnöpfliSince June 11, Schweizer Illustrierte (SI) has been published with a revised layout created by Hamburg designer Wolf Dammann. Above all, the editorial team was given more creative freedom.
A few new features immediately catch the eye: the "A-list" on the front, which briefly outlines the best stories, takes some getting used to. The front pages of some of the big people stories now feature a double-page picture. A variable column per double-page spread provides space for captions and other elements. The new font - called Knock-out - is easy to read in all sizes, while at the same time being more discreet, which makes the titles appear less tabloid-like. In short, the new SI appears more serious and generous. This pleases its editor-in-chief Marc Walder: "Our aim was to position SI at the top of the German competition in the title magazine genre."
At the same time, SI is also more playful than before: for example, some people stories start with a full-page picture instead of a double-page one, but with a title in black or even without a graphic element at all. "The editorial team can give each story its own identity almost like a building block system," says Walder. This also takes some getting used to, but because the magazine structure and layout have remained practically unchanged, SI readers should have no problem finding their way around.
A few new features immediately catch the eye: the "A-list" on the front, which briefly outlines the best stories, takes some getting used to. The front pages of some of the big people stories now feature a double-page picture. A variable column per double-page spread provides space for captions and other elements. The new font - called Knock-out - is easy to read in all sizes, while at the same time being more discreet, which makes the titles appear less tabloid-like. In short, the new SI appears more serious and generous. This pleases its editor-in-chief Marc Walder: "Our aim was to position SI at the top of the German competition in the title magazine genre."
At the same time, SI is also more playful than before: for example, some people stories start with a full-page picture instead of a double-page one, but with a title in black or even without a graphic element at all. "The editorial team can give each story its own identity almost like a building block system," says Walder. This also takes some getting used to, but because the magazine structure and layout have remained practically unchanged, SI readers should have no problem finding their way around.
