FLGN TLT
Magazine design for an iconic fashion brand
Client:
FLGN TLT
Industry:
Fashion
Services:
Challenge:
The men's fashion brand FLGN TLT is established in the car tuning community. The brand shall be made accessible and attractive to a wider audience.
What we did:
Development of a magazine design based on the existing branding and ongoing media design.
Result:
Launch of a magazine that combines the "lowlicious lifestyle" of the car tuning community with exciting stories. Available in the newsstand and in the FLGN TLT online shop, for more brand awareness and attracting a larger audience.
FLGN TLT is a powerful brand that represents the fusion of the special-interest segments of automotive and fashion, celebrating the "low-life lifestyle" of the international car-tuning community. As a well-established label in Europe and the USA, FLGN TLT stands for fashion and accessories with the highest quality materials and craftsmanship, a love of freedom, and a zest for life. The brand is sophisticated, yet edgy and rebellious at the same time.
To further strengthen the FLGN TLT brand, the new FLGN TLT Goodlife magazine for men was launched (spring 2015). We developed the magazine design for this 100-page issue and were responsible for its ongoing media design.
Articles always begin with a large lead photo (placed half-page or full-page across the printed page), followed by the text below. The "TLT" of FLGN TLT ("FeLGeNouTLeT") is pronounced "tilt" (= diagonal, tilt). This "tilt" is implemented in the lead photo by cropping it diagonally at the top and bottom. This also created the "edgy" effect that is characteristic of this magazine.
All other photos in the article are not cropped at an angle and are arranged rectangularly like tiles. This is reminiscent of modern social media posts (Instagram, etc.), and the visual emphasis remains with the diagonally cropped lead photo. The images on all editorial pages remain within the type area. This ensures the reader's orientation within the magazine by keeping page numbers, categories, etc. visible.
Below the photo is the body copy, which is aligned to the 48.5 mm line on subsequent pages. This line supports a pleasant white space at the top of the page, subtly breaking up the body copy. The end of an article is marked with the star of the FLGN-TLT logo. The 12-column grid allows for flexible column layout for articles with a high content volume (3 columns) and articles with a low content volume (2 columns).
Images on self-advertising pages (FLGN TLT and JP Performance) are cropped to the sides. To ensure all products appear equally powerful, all images are cropped diagonally ("tilt"). Furthermore, the font in self-advertising pages is significantly larger than on editorial pages. Another distinguishing feature is the axial typesetting: The text is placed "centered" in symmetrical ragged alignment. The different text sizes and axial typesetting, combined with images that extend beyond the type area, create a visual separation from the editorial pages for the reader, and are thus subconsciously perceived differently.
"Your work really impressed us."
Andrea Großöhme
Museo Slab is used for the main body copy. This serif typeface is extremely modern, combining a beautiful, airy grayscale with relatively generous punch lines, which ensures a pleasant reading flow. At the same time, Museo Slab's clean, straight lines convey a certain technical coolness that fits well with the magazine's automotive theme.
The Graduate font is used for information such as page numbers, categories, and issue months. This all-majuscule typeface is strongly reminiscent of American sports teams, making it a perfect fit for FLGN TLT.
Octin Sports is used for main headings. It is also a pure majuscule typeface and, thanks to its thick serifs, belongs to the Egyptian typeface group. It features a high gray value and conveys strength and a distinctive character that fits well with the "edgy" and "rebellious" characteristics. Similar to Graduate, Octin Sports is reminiscent of American sports and thus fits perfectly with the car-tuning theme.
The Octin Vintage majuscule font is used for subheadings and, in addition to the characteristics of Octin Sports, conveys an interesting vintage effect that fits very well with the brand's fashion products, which also feature vintage elements.
The color red is used in FLGN TLT's own advertisements. Blue stands for own advertisements or articles about JP Performance. Green is used for PR articles or purchasing recommendations outside of FLGN TLT or JP Performance. Anthracite is used for all other editorial articles—for example, highlighted quotes combined with noticeably large quotation marks.
Newsletter
Get inspired by latest client projects, news from the design blog, and gain exclusive access to goodies and promotions reserved exclusively for newsletter recipients. Sent out every two months. Sign up now so you don't miss a thing.