A dive into the process behind A New Type of Imprints swan song—the ultimate conclusion after 4 years and 12 extensive issues on Nordic design and creative culture: The Last A New Type of Imprint is nothing like the magazine you knew. Actually it’s probably nothing like any other magazines you know. And that’s fine, cause it’s created with the purpose to compete with your phone, rather than other indie mags. Print is dying, but not all print. In other words: if it’s really really good, a printed product can still beat our tingling urge to grab the phone and start scrolling to read an article that’s actually up to date. Even up to the last minute. After releasing twelve issues of this magazine, we all kinda grew tired of the slow living coffee table magazine-trend that’s been slowly dominating the magazine world with slow reads and slow lifestyles and slow printing techniques on heavy expensive paper.
So we set out to create a final issue that would be as handy as a pocket book, as visually strong as the coffee table mags, and as interesting as the stuff going on on your phone at every second. And it had to be all about good design. After all, we are designers. In other words: The goal was nothing less than to create the ultimate print magazine, engaging for both the reader and the design lover.
The Last A New Type of Imprint is a magazine with carefully curated articles on design and creative culture — good reads, all through. It’s small and handy, and fits right into the inner pocket of your vintage denim jacket. Furthermore, the first 100 pages is only reads, the last 100 all about visuals—and if you want, you can actually tare the magazine in two with the help of a perforated line in the middle of the back. This way you get two products: A pocket mag of good reads that you can bring along anywhere, and a printed gallery of the very best visuals and design the world.
The layout, designed our talented colleagues at ANTI; Jana Papierniková and Endre Berentzen, is also based on the very same reasons: to be the ultimate printed product. The first part is designed for you to get the information you want the second you open the pages, and to give you a full on good reading experience. While the gallery part is all about vivid, colourful and inspiring visuals and design.
A New Type of Imprint is a creative lifestyle magazine celebrating the creative community of Norway, by collecting everyday stories from both fresh new talents and industry veterans. The second chapter has a new theme and graphic designer for every issue, where he or she can decide the look of the entire chapter as well as the front page. The magazine is published quaterly and packed with more than 160 pages, written in English and distributed all over the world. A New Type of Imprint is published quarterly by Anti—one of Norway’s most award winning design agencies. Did you know that Norwegian creativity is one of the world’s best kept secrets? Yet, this was how or predecessors made their living. Today, it has evolved a matter of functionality and survival, to a matter of exploring the world of design and the telling of stories. This evolution came about almost unnoticed, we figured it was about time for a change.