Hospitals & Health Networks

Folio: The Magazine for Magazine Management, July 1, 1999 by Isley, Toll

Panelists: Alexander Isley, the principal of Alexander Isley Inc., a graphic design consultancy, and Roger Toll, executive vice president and editorial director of Roger Black Inc.

COVER DESIGN

The "Before" wasn't altogether bad: They had a bold logo and they avoided using too many coverlines. Now, the acronym may be large, but the type is a bit thin and may not hold its own against a variety of images.

TYPOGRAPHY/GRAPHICS

I applaud the use of fewer typefaces. The approach is confident. I would suggest going easy on Photo-shopped shadows that appear throughout. They can be dramatic when used sparingly; overuse diminishes the effect, and comes off as too decorative.

ACCESSIBILITY

What I admire most about this redesign is that it is not just cosmetic: The editorial has been expanded; new departments and sections offer more entry points into informative content. Pieces seem more targeted and succinct.

COMMENTS

I see a step back in the placement of the TOC. In the old version there was a right and following left, which provided a confident intro. By changing to two successive lefts, they've diluted their opening. Advertisers are important, but so is your identity.

COVER DESIGN

The redesign has killed the logo's prominence and created a recognition problem. Teasers in the bar, while better than before, are too small and incomplete. Visual hierarchy of coverlines is a mess. Readers need a quick grasp; here they have to work too hard.

TYPOGRAPHY/GRAPHICS

The title had a standard gray quality. With larger body type and more leading it's brighter. Abundant use of photos and graphics helps a lot. TOC is vastly improved, giving the impression of a richer, more engaging book.

ACCESSIBILITY

Right from TOC and front-of-book section, the new lock is more reader-friendly. Articles are shorter and easier to get in and out of. Front and back sections are better delineated, though a tag line for each might help. New columns add much-needed personal tone.

COMMENTS

It's hard to disparage the effort to hide the plain-Jane name behind fancy initials, and industry-specific editorial behind flourishes borrowed from the best consumer titles. In the end, this redesign serves the reader well.