OUGD502- TANK Collaboration 01

As part of a collaboration with Kristina Sergeeva for her Level 5 Photography Specialist Practice, I have been commissioned to help with Layout and Editorial Design to aid the imagery. Prior to meeting with Kris, I asked her to create a small brief (even just in note form) for me to follow, so I know 1) What the client is expecting from me and 2) To increase professionalism and the habit of following a brief.

The deadline was penciled in for the next meet, the real deadline was January 10th, Kristina's print slot ready for the Specialist Practice hand in. I found receiving a brief useful as this articulated all the necessary information for me, allowing me to research and design.

Meeting with Kris allowed her to explain her intentions and the concept of the images, stemming from her own brief 'I Am a Cliche?'. The use of a question mark was a decision added by Kristina as the models within the picture are positioned to be questioning if they are a cliche, just by the clothes they are wearing. Coming from Dubai, Kristina was highly influenced and inspired by British culture, especially what the girls over here wore. She described it as a "culture shock" and was amazed at the way trends developed in the West. 

CONCEPT:

Initial Observations of TANK Magazine:

I went to the Library to look at current and past issues of tank, investigating each issue for commonalities and consistency in theme. As this is an appropriation of a magazine, it is essential that typography, colour, sizing, typesetting, grids, and conventions all match up, making Kristina's version look like the real Tank. The magazine is not found on the high street, only through online or specialist publishing retailers (such as colours may vary or Village Bookstore). The higher standard of production quality and substantial thickness suggests a luxury which is equally consistent through the quirky and unique design characteristics. 

The covers have started featuring the white border, yet in the historic issues of Tank vibrant colours have been incorporated as a strip down the side, with a smaller logo instead of the overpowering masthead.

 Many commonalities were found throughout TANK, including page layout, grids and image positioning.

- No more than 8-9 lines per length. 10pt type.

- Custom Masthead and custom subheading text. Looks to be a Scandinavian take on Caslon Bold + Semi-bold, incorporating linear patterns through the accents and intersecting bowls.

After further inspection the subheading and title type are all custom typefaces. The thicker curve when the stems are connected and intersect are much more fluid than that of Caslon (or Bodoni). In addition, a flat top is added to the lowercase 'a', corresponds with the heavy mechanical aesthetic of the accompanying custom masthead.


There looks to be a trend developing within magazines of either a bold horizontal masthead, a slightly angular slant to fill negative space, or in older issues more experimental adaptations are featured. In almost every previous cover, a border of 12.7mm is applied to every cover, easing into a simple spine containing publisher information. As Kristina's cover is much darker than the others, as well as looking at a slightly alternative (high street rather than designer) aspect, taking inspiration from some experimental aspects could prove useful. Kris and I discussed how she wanted it to almost act as a 'special edition', a slice of normality almost- I feel that this is emphasised by the slight break in the current white trend, setting it out from the cohort.

Overcoming the first design problem

I plan to keep in touch with Kris and keep meeting up for constructive feedback throughout the process, yet I am happy she has released majority of the design responsibility to me. I plan to use Tank's consistent formats and distinctive qualities, inputting Kristina's work and concept.

Initial cover Kristina and I created at meeting no.2, after explaining to Kris the principles of Tank and how I want to approach the project (from a realistic, classic point of view).